CSR in PR
As we discussed in my Fundamentals of Public Relations class, Corporate Social Responsibility (CSR) is the idea that it is a company’s responsibility to contribute to society in a positive way beyond just making a profit. Businesses are not only expected to sell products or services, but also to consider the impact they have on people, communities, and the environment. Many of the responsibilities that we expect from companies today include ethical labor practices, environmental sustainability, charitable donations or community service, and diversity, equity, and inclusion initiatives. Companies that follow these principles tend to build stronger relationships with consumers because people want to support organizations that reflect their values. CSR essentially enhances trust in a company because audiences believe the organization is trying to do the right thing beyond just making money. This connects directly to what is known as the “Iron Law of Responsibility,” which states that those who hold power must use it responsibly or risk losing that power. If organizations misuse their influence or act unethically, the public will eventually lose trust in them.
Traditionally, these expectations were mainly placed on companies and media organizations because they held the largest platforms and the most influence over audiences. However, the rise of social media has introduced a new group that holds similar influence: influencers. Influencers can reach millions of people instantly through platforms like Instagram, TikTok, YouTube, and X. Because they often earn money through advertisements, sponsorships, and brand collaborations, their role begins to resemble that of businesses or media organizations. This raises an interesting question about whether influencers should also be expected to follow the same kinds of ethical and social responsibilities.
Someone who has recently been taking up the spotlight is figure skater Alysa Liu. Now I would not necessarily consider her to be an influencer first, since she originally became famous through her athletic career, but she definitely influences millions of people now. Her social media accounts have grown rapidly, gaining huge numbers of followers almost overnight. Because of this popularity, she has already begun forming partnerships with companies like Samsung and Gillette. When influencers reach this level of attention and begin profiting from sponsorships, it makes sense to start thinking about what responsibilities they have to their audiences.
Personally, I believe that one major responsibility influencers have is to represent products that they genuinely care about rather than simply promoting anything that pays them. When influencers promote products that they clearly do not use or enjoy, audiences can usually tell, and it damages credibility. Something I often see online is influencers promoting items they obviously have no interest in just because they are being paid to do so. A similar example happened when the CEO of McDonald’s tried a new burger the company was releasing and it was clear that he did not actually like it. Moments like that make the promotion feel dishonest. (Video) Influencers should understand that their followers trust their opinions, and misleading them can quickly damage that trust.
Another responsibility influencers should consider is the type of content they promote to their audience. I often see content creators, especially ones I do not follow personally, promoting gambling platforms. Recently I have been seeing a lot of promotion for a company called Rainbet appear on my “For You” page. It feels strange because a large portion of social media audiences are younger viewers, and it should not feel normal for children or teenagers to constantly see advertisements for gambling. Influencers should be more mindful about the potential harm certain promotions might have on their audiences.
Influencers clearly hold a lot of responsibility in what they choose to say, do, or promote online. However, I personally believe they do not carry quite the same level of responsibility as major corporations. It feels much easier to forgive one individual who may simply be trying to make a living compared to a multi-billion-dollar company that prioritizes profits over people. Large corporations have enormous resources and influence, which means they must be monitored closely to ensure they behave responsibly. Influencers should still be held accountable, but perhaps not to exactly the same standard.
If influencers want to improve their CSR efforts, there are several simple steps they could take. They should promote products they actually believe in or personally use, remain mindful of the audience they are speaking to, and choose partnerships that reflect positive values. By doing this, influencers can maintain trust with their followers while also contributing to a more responsible and positive online environment.
