Content of research

Public relations strategies in general are mainly information strategies to achieve media coverage of the news, and media effect theory methods have often been used for public relations effectiveness. Based on the premise that consumers are changing from a single-value orientation to a diverse/multiple-value orientation, and that the media are changing from mass media to online and social media, and in consideration of the current social environment, research on the CSR strategies of organizations has gradually been increasing in weight recently.
CSR is mainly divided into defense, which comprises compliance and governance, and offense, which is aimed to improve the image of an organization that contributes to management through strategic social contribution. Depending on the company size, type of business and other factors, practical strategies of small and medium-sized companies and large corporations may differ slightly, but a proper balance between the defense and offense areas is required.

Potential for social implementation

• In addition to theoretical development, we have a large number of joint and commissioned research achievements that proactively meet the actual needs of companies.
• ・Four marketing research projects
• ・Three research projects on public relations strategies
• ・CSR Research ⇒ See the “Appeal Points” section.

Appealing points to industry and local governments

Together with companies that are in Hokkaido or have their main business domains in Hokkaido, we have established an organization called the Hokkaido CSR Study Group, which is working to put CSR theory into practice, spread awareness, and solve current issues. Participation in the study group is free of charge, for both small and large companies. For more information on the efforts of the Hokkaido CSR Study Group, please see the figure.