Research On The Problems And Countermeasures Of The Government To Carry Out The Propaganda Work Of Corporate Social Responsibility

Currently, corporate social responsibility is the subject which has been wildly discussed in China. Along with the constant development and maturity of the market economy, corporate social responsibility has gradually been raised to a strategic level of national will and consciousness.In the process of corporate social responsibility development, government plays a variety of different roles: policy maker, impeller, inductor, and supervisor. And it’s an indispensable important force. Seen from the current practice situation, Chinese government has obtained a lot of achievements in constructing laws and regulations, perfecting evaluation system, and announcing incentives. But now, there are still some companies, media, the public, and even some government departments not comprehending the corporate social responsibility correctly, lacking the knowledge of the importance and essentiality, even having a misunderstanding with the corporate social responsibility. To explore the reason, government imperfect publicity of corporate social responsibility is one of the important aspects. In fact, the development of corporate social responsibility can’t do without the government’s vigorously advocacy. From the theoretical aspect, agenda-setting theory, communication and state development theory, gatekeeper theory, and public communication theory all fully indicate that government must play a leading role in advocating the concept of corporate social responsibility. That means government taking advantage of more control towards media to actively participate in agenda setting. Besides, government should make the most of the identity of information guard to guide and influence the direction of public opinion towards corporate social responsibility. Moreover, government is supposed to promote understanding and widely spreading of corporate social responsibility to obtain a national development and progress. From practice, only through effective publicity can we foster a sense of corporate social responsibility in the whole society and improve the popularity of laws and regulations, evaluation system, and incentives and preferential policies related with corporate social responsibility. And through efficient promotion, we can strive for the support and cooperation from other social organizations to from a virtuous cooperative mechanism, and create a good environment for publicity. However, from the current publicity situation, because of government’s insufficient recognition to the importance of corporate social responsibility, traditional publicity mechanism difficult to meet the new situation requirements, and the absence of media’s social responsibility caused by government feckless regulations, there are still existing problems in the current publicity: government lacking of recognition to the corporate social responsibility, a single and repetitive form of publicity, and media’s publicity misunderstanding and deviation towards corporate social responsibility.In the recent years, with the prosperous development of Internet technology and new media, the spread of all kinds of information and the expression of public opinion have a tremendous change. Unidirectional one-to-many information transmission mode converts into bidirectional many-to-one mode. Government’s perspective on publicity, pattern, and channel will definitely change. Faced with such great changes, the author tries to use document analysis method, interviewing method, and social science research method to figure out the present government publicity situation and problems. At the same time, based on the domestic and foreign advanced experience, the author puts forward some specific countermeasures to perfect the work of government corporate social responsibility publicity from advocacy initiatives, methods, and system optimization. Besides, the author also provides some operable and realistic thoughts and methods to correctly, and widely advocate corporate social responsibility.