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The failure to integrate CSR initiatives into a larger development plan is another problem contributing to the lack of implementation of CSR projects. Projects are often driven by short-term expediency meaning that the decisions taken are at too low a level as to which projects to execute. There may be little coordination in determining the areas that will benefit and how the projects can be put together to contribute to a greater whole. By failing to implement CSR projects at a larger scale, the corporations run a risk of causing conflicts and even creating negative developmental consequences (Frynas, 2005, p.593).
Solutions to the Problem
One ways of implementing CSR can be through the recruitment procedure that an organization applies in acquiring its employees. By discouraging discrimination practices by its employees they will ensure that qualified individuals are employed and that all applicants have a level playground. Discrimination based on age, gender, race, color, religion, nationality, sexual orientation, disability, marital status, veteran status and sex should be discouraged. For example, BCD Travel (2006) bases all its employment decisions related to hires, transfers, promotions and compensation, on experience, skills, qualifications and responsibilities. It also strives to achieve its employees' full potential.
Miroslava (2010) writes that for a company to establish a sustainable CSR practice, its owners and managers need to understand what good CSR will mean for it, that is, it is profitable and good for business. In this case, good CSR is behaving properly, fairly and kindly to those around you. Once the company has grasped this, they should start looking at their staff, customers, suppliers, neighborhood and environment and begin to figure out how it can do what it does daily more responsibly, cleanly, producing less waste and more safely (Welford, 2010). Once this is in place, there is need for a good PR professional or consultant who would help the company in identifying a cause or theme that will be directly related to the goods and services that the company produces and how it can be developed for the benefit of both business and stakeholders. With the CSR policy in place, Miroslava (2010) writes, the people involved in the PR should start communicating it to the company's audiences who are both inside and outside it. Employees will be happy to know that they work in an organization that is socially responsible. It will also help the customers, business partners and suppliers to have trust in the company which will inevitably enhance its commercial opportunities. This can also be translated as Kindness=repeat business=profit (KRP).
Lyon (2010) writes that from its inception and up-to-date, CSR generally focused on a corporation's social and environmental efforts. He states that a corporation's political efforts should scrutinized just as much because powerful corporations have irresponsible political lobbying which can result in the delay of badly needed legislation. By allowing companies the opportunity to keep their lobbying efforts secret, they can skirt the boundaries of corruption (Lyon, 2010). By making it compulsory for business firms to disclose their political activities, one can imagine that they will be eager to differentiate themselves as being politically clean in the eyes of their clients. This will in turn mean that market competition will underpin instead of hinder the political world (Lyon, 2010).
In conclusion, the process of setting up a CSR program requires collaboration between the company or corporation setting up the program, the community that is to benefit from the project, the Non-governmental organizations that knows the pressing issues that the community has both in the long-term and short-term and the government so as to be a success. The corporation working alone will not be able to achieve their main purpose which is to reach out to a large number of individuals of the community or the community in general.
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