사회공헌활동의 효과적 수행을 위한 홍보 콘텐츠 연구

A Study on the Corporate Social Responsibility and its PR program contents Lee, Cheol-han The CSR has received wide attentions from both academic societies and corporate societies. Based Caroll's framework of CSR dimensions, this study analyzes the current CSR activities and it effects. Furthermore, this study focuses on the effective CSR strategies that helps to promote an young adult anti-smoking campaigns. Multiple methods are adopted to analyze the effective CSR and public relations activities. Survey, case study methods, and FGI were adopted. The results show that the most effective CSR activities for the publics were tie-in campaign and company employee's voluntary contributions. Monetary donation is not effective alone. Also it is investigated that a company's CSR activites toward young adults anti-smoking campaign will be beneficial for company's image and reputations. The specific examples are "red glove" campaigns and anti-smoking ambassador activities. Partnership with non-profit organizations are one of the best strategies for CSR activities. Further study is advised to focus the characteristics of corporate and its variant effects on CSR activities.