While ”corporate social responsibility’ is a staple of conversations in the business world, CSR isn’t necessarily on the lips of those outside the boardroom. That guided Janis Teruggi Page and Lawrence J. Parnell as they wrote the new intro to strategic public relations textbook. That message must have resonated, since the TAA honored the book with one of its Most Promising New Textbook Awards.

Regardless of whether human nature is “good” or “evil,” studies do show that we, the consumers, want corporations to care and invest deeply in social issues. With the growth of “corporate social responsibility”, comes increased public scrutiny, requiring companies to live up to public standards- which isn’t a bad thing.