In recent years, the practice of corporate social responsibility by organisations has been a controversial topic for debate. In the past two weeks, I had lectures on this topic delivered by Prof Ralph Tench a principal lecturer of public relations at Leeds Metropolitan University, UK.

Organisations engage in CSR to impact on the society in which they operate. Looking at the UN Global Compact’s ten principles , organisations have to put into considerations certain principles in their operations. Company behaviour is said to be responsible when organisations are ethical in their operations, value and respect their employees and stakeholders, obey the laws of the society in which they operate, and being profitable not at any cost.

Company behaviour is irresponsible when employees are exploited; making profits by all means at the expense of environmental degradation, harm and loss of life, sometimes these acts can be intentional or unintentional. Speaking of Nigeria, there has been the case of the pharmaceutical giant Pfizer and the Nigerian government. Pfizer according to reports, tested the experimental antibiotic Trovafloxacin in Kano state during an outbreak of meningitis which affected thousands in 1996, without the approval of the Nigerian regulatory agencies and proper verbal consent from parents, this led to deformities and death in young Nigerian children.

My question is did Pfizer act responsible or irresponsible? This is because Pfizer claimed to have been on a humanitarian mission to Kano state and had the approval of the federal government which the latter denied vehemently. Where they being ethical in their operations? Did they forget that they were dealing with human beings and not animals? Reports also say that the use of Trovan was approved by adults in the United States but not for children. Why was it then tested on vulnerable Nigerian children? Like Akin Akintayo  said, Pfizer, we are not lab rats.

In my opinion, Pfizer’s behaviour was irresponsible though it seemed their actions were unintentional, they erred in their moral, ethical and social responsibility. However, It is good when organisations engage in CSR, they should not use it as an avenue to cover their irresponsibilities.  

Customer relations is considered an indispensable area of public relations. The goal of every business is to prosper whether it manufactures, sell products or provides services. This prosperity is hinged on patronage, as we all know the most important publics of any business organisation and whom it must maintain rapport with are its customers.

Business prosperity and profit making are the driving force of any business organisation. In order to achieve these, organisations have to be customer centred. The market place is highly competitive in nature where customers can choose from variety of products and services. In order to attract patronage, organisations have to offer products and services that match and support customer needs. Apart from the provision of quality products and services, the interaction and the way customers are treated matters. Everyone including myself looks forward to be treated nicely once we walk through the door of an organisation, if I get a good reception i’m definitely going to come back, if otherwise you know the answer.

Why do people feel comfortable with specific organisations and ignore some others? The answer is good customer services employed by these organisations. These services go a long way, it satisfies customers, triggers their patronage for an organisation’s products and services which automatically boosts the prosperity and profits of the organisation. Moreover, poor service delivery has its consequences, its creates a bad image for an organisation, low patronage and in some cases threatens its existence. According to the Research Institute of America ” the average person who has a bad service experience tells at least nine others about it and 13% of complaints relate their experience to more than 20 other people. In comparison, people who receive an excellent service only tell three or four other about it”.

PR practitioners have almost an unending list of customer relations tools and strategies to use in their bid to sustain customers and create long-term relationships. My following points would add to their success story, clean business environment, a business premises designed aesthetically, a friendly atmosphere with personnel that possess charm and warmth and a smiling welcoming face which is far better than a frowning one. No wonder some organisations have greeters with pleasant faces who open doors and welcome customers. I tell you, customer relations is a strategic tool of a successful 21^st century business.