The Gorchakov Fund supported the seminar on social partnership, which took place at the Civic Chamber of the Russian Federation
Seminar “Social Partnership and Corporate Social Responsibility” was held on the platform of the Civic Chamber of the Russian Federation with support of the Gorchakov Fund.
According to press service of the Civic Chamber, participants of the projects included students of faculties of journalism from several universities, PR professional from NGOs and corporations. They acquired knowledge in the field of corporate social responsibility, learnt about successful projects in this area and tried themselves as correspondents.
Organizers of the master classes were Commission on Social Policies, Labor Relations and Quality of Life of the Civic Chamber of the Russian Federation, Center for Development of Philanthropy “Soprichastnost” and “Business and Society” magazine.
Chairman of Commission on Social Policies, Labor Relations and Quality of Life of the Civic Chamber of the Russian Federation Vladimir Slepak told about the educational strategy implemented by the Commission. “How to tell about good deeds of companies in a persuasive way? How to learn to cover complicated issues of social policy correctly? How to become a journalist-consumer rights activist? We tried to inform the audience of our first master class at the Civic Chamber of the Russian Federation about these and other topics during another seminar of the School of Journalism on the issues of corporate social responsibility and social partnership”, quotes the source.
Executive Director of Russian Association for Public Relations (RASO) Yuliya Gryaznova spoke about storytelling as a means of persuasive presentation of examples of corporate social responsibility, social entrepreneurship and partnership to the public. According to her, the master class teaches to cover existing problems in an interesting and useful way for readers and colleagues.
Director of Social Projects and Programs at “Art of Training” Svetlana Shevchenko demonstrated how social advertising can be used as a tool of CSR and charity.
The audience learnt about the tasks that can be accomplished through social advertising aimed at promoting CSR and increasing a level of public trust to this topic. The audience was also introduced to psychological and social criteria of quality and effectiveness of social advertising and its impact on a viewer and a reader, and to methods and techniques of presenting information in social advertising.
Representatives of the Civic Chamber of the Russian Federation hope that new master classes will be taught by the most progressive representatives of socially-oriented businesses, mass media, NGOs, experts on corporate social responsibility, and that the school will continue offering master classes at the Civic Chamber on a regular basis.