Utechenko Daria, PhD in Economics, Associate Professor, Associate Professor of the Department of Management, Bila Tserkva National Agrarian University, Bila Tserkva, Ukraine

ORCID ID: 000-0002-1162-0083
e-mail: dashautechenko@gmail.com

Byba Valentyna, PhD in Economics, Associate Professor, Associate Professor of Department of Management, Bila Tserkva National Agrarian University, Bila Tserkva, Ukraine

ORCID ID: 0000-0002-9157-3191
e-mail: vbiba584@ukr.net

Actualization of Corporate Social Responsibility in the PR Management Model of the Enterprise of Market-type

Abstract. Introduction. The article examines the specific conditions for implementing corporate social responsibility in the public relations (PR) management model of a market-type enterprise. It substantiates the nature of corporate social responsibility and its reflection in the PR management model, which coordinates a market-type enterprise and serves as an effective tool for managing personnel’s professional abilities within a long-term development strategy.

Results. The phenomenon of corporate social responsibility is proven to manifest in a multi-level process of responding to specific manifestations of social pressure and in the managerial susceptibility strategy of a market-type enterprise to perceive social needs and influence. A three-sphere model of corporate social responsibility is presented. In emerging societies, corporate social responsibility is considered a form of professional development of employees of a certain group of enterprises through passive-adaptive and active models of PR management in a socially adapted environment.

Conclusions. The concept of professional stability within a business partnership’s corporate structure allows you to choose the optimal PR management model based on your ability to implement a market-type enterprise’s development strategy. This social tool includes professional growth goals combined with life values, a PR management strategy model, professional and positional promotion tactics, and success criteria. The specifics of how an active PR management model influences corporate social responsibility in a business partnership environment, as well as the trajectory of professional personnel development, are considered. Support for PR management in the stable professional development of market-type enterprise employees with corporate responsibility is presented.

Keywords: corporate social responsibility, PR management, enterprise, social environment, personnel, professional stability, development strategy.

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