A Public Relations Focus on Social Responsibility: Teaching to the Heart of Globally-shared Concerns

By Giancarlo Polenghi and Wilma R. King.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Our paper shares some of the cross-cultural, cross-disciplinary initiatives in which we combined learning with meaningful, globally-shared concerns. Some of the social problems addressed in our efforts – particularly Alzheimer’s and elderly care, blind and visual impairments, and anorexia and other eating disorders -- used entrepreneurial principles to organize, create, and manage projects to contribute to social change. Other projects looked at potential solutions for embracing divergent backgrounds, points-of-view, and disabilities in organizational workplaces. We empowered students to become change agents in these regards. Because students bring myriad ideas, opinions, backgrounds, experiences, and values, we encouraged them to use and embrace the power of personal experience and give those experiences broader meaning in developing campaigns that were meaningful to all members of the diverse groups. We facilitated students’ ability to believe and to see that ideas often do become reality with profound, long-term consequences.

Keywords: Social Responsibility, Public Relations, Multidisciplinary, Multicultural, Shared Knowledge, Globalization, World Social Concerns, Community Service, Service-learning, Shared Values, Empowerment, Social Change, Social Justice, Change Agents

International Journal of Interdisciplinary Social Sciences, Volume 6, Issue 1, pp.219-230. Article: Print (Spiral Bound). Article: Electronic (PDF File; 795.291KB).

Dr. Giancarlo Polenghi

CEO, Marketing Communication Mix, Florence, Italy

Giancarlo Polenghi is CEO of MCM (Marketing Communication Mix) in Florence, Italy. He has taught international marketing and public relations in the United States, Manila, and in Italy. He currently teaches at Lorenzo di Medici in Florence. He is co-founder of Fashion for Good, a non-profit organization dedicated to enhancing social responsibility in the Italian fashion world. His portfolio of work includes documentaries on The Holy Land, Opus Dei and its founder, St. Josemaria Escriva, as well as various other publications for numerous not-for-profit and for-profit organizations. His passion is for peoples and places around the world.

Wilma R. King

Associate Professor of Public Relations, Rochester, New York, USA

Wilma King has taught public relations for more than 20 years at several American universities, and has worked in the field for a number of years as well. She has lived in 10 states and in two countries outside the USA. Her interests are in social responsibility, in tourism PR, and in study abroad. She is co-founder of an international non profit organization, Fashion for Good, social responsibility collaboration between Italian haute couture designers and non-profits organizations.


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