Publics today are paying attention to the organizations gesture effort of giving back. It has become a worldwide phenomenon and businesses are becoming sensitive to the environment within which they operate. A big player in audit and consulting-KPMG in 2008 conducted a survey and in its findings 8/10 of more than two thousand companies have released reports of their Corporate Social Investment (CSI) engagements, and what is distinctive is that in 2005 only 50% went this route. http://www.kpmg.com/global/en/issuesandinsights/articlespublications/pages/sustainability-corporate-responsibility-reporting-2008.aspx.
CSI can be described as the publics opinion about the social and environment impact of an organization’s business operations and its contribution to the well-being of its communities be it locally or globally. Therefore Public Relations (PR) comes in not just to champion safe-guarding a client’s reputation but develops communication channels between the company and its stakeholders, and fulfilling one of its duties to the society at large. However one must pay cognisance to that even though PR has to be transparent and ethical, there could be limitations on the information it makes public. Communications technology is rapidly growing and organizations can take advantage of social media tools to engage with their audiences, in such a fashion PR creates a climate of free exchange of opinions.
The implementation of CSI in the custodian of soccer; Fẻderation Internationale de Football Association is no exception. Fifa’s Head of Social Corporate Responsibility (CSR), Frederico Addiechi and his team implement programmes:
Anti-racism campaign
Racism started out small with the booing of players of African descent and more recently manifested into the making of monkey chants. FIFA has initiated a number of projects to curb such a societal problem.
2010 FIFA World Cup Legacy Trust
Post the 2010 World Cup, FIFA made a donation of an amount USD 100-million which the 80-million of it was or is due to be spent on football development, education, health and humanitarian activities in South Africa. The 20-million was already utilised in the construction of the new South African Football Association house in Nasrec, Soweto. Ernst & Young is tasked with the monitoring of the trust. FIFA has also built twenty beacon of hope football centres around Africa, which focus on public health and improve education for young people in the continent. One of them is built in Khayelitsha, Cape Town. http://www.capetown.gov.za/en/Pages/FootballforHopeCentrelaunchedinKhayelitsha.aspx.
Education
FIFA initiated “1GOAL-Education for All”, which aims to make education a reality especially in an impoverished African continent.
http://www.fifa.com/aboutfifa/socialresponsibility/news/newsid=1371013/index.html
Environmental aspect
The FIFA headquarters in Zurich are a true testament of the importance of environmental conservation; the green life around the building is left undisturbed, also the mini-field along the eye candy craftsmanship home is of artificial grass, the building itself is of a zero emission nature (no fossil fuels and carbon dioxide emissions) and this is achieved by energy efficient technologies that are operated by a pump which interplays heat and cool air within a system. www.fifa.com/mm/document/affederation/.../01/28/72/.../hof-ee.pdf.
Environmental aspect
The FIFA headquarters in Zurich are a true testament of the importance of environmental conservation; the green life around the building is left undisturbed, also the mini-field along the eye candy craftsmanship home is of artificial grass, the building itself is of a zero emission nature (no fossil fuels and carbon dioxide emissions) and this is achieved by energy efficient technologies that are operated by a pump which interplays heat and cool air within a system. www.fifa.com/mm/document/affederation/.../01/28/72/.../hof-ee.pdf.
FIFA against poverty
With the objective of raising funds for the United Nations Development Programme (UNDP), FIFA organises special matches often of celebrities tussling it against one another, for example in a fifth annual match against poverty saw former stalwarts: Zidane and Ronaldo (Brazil) captained their sides with the likes of Michael Schumacher in the line-up.
VIDEO LINK (NOT ON YOUTUBE)
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