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= Public Relations In Mauritius = Public Relations is the practice of deliberately managing the release and spread of information between an individual or an organization and the public in order to affect the public perception in a positive manner. A public relation team within an organization has always helped when it comes to facing problems and challenges. They are the ones who are going to intervene and try to protect the image of the company. Public Relations also has always kept changing with time and many techniques and strategies have been developed through the advance of technology. It also consists of counseling administration at all levels within the organization with respect to policy decisions, courses of activity and communications, including crisis communications, taking into consideration their public repercussions and the organization’s social or citizenship obligations.

Public relations specialists set up and keep up connections with an organization's target audience, the media, important trade media, and other supposition leaders. Common duties incorporate planning communications campaigns, writing press releases and other content for news, working with the press, orchestrating interviews for company representatives, writing speeches for company leaders, acting as an organization's spokesperson, preparing clients for press conferences, media interviews and speeches, composing website and social media content, overseeing company reputation (crisis administration), managing internal communications, and marketing activities like brand awareness and event management. Success within the field of public relations requires a profound understanding of the interests and concerns of each of the company's numerous partners. The public relations professional must know how to viably address those concerns utilizing the foremost effective tools of the open relations trade to their best.

1. TO SHAPE BRAND/COMPANY IMAGE.
Someone once said that, "Rome wasn’t built in one day,”. The PR practitioner’s role  will have to build the  brand/company image, get into the news, speak at industry events, speak to the audience, try to win awards, show the world what a brand/company is  made of. Public relations pros helps build brand/companies’ reputations day after day, year after year.

2. TO MESSAGE THE AUDIENCE
Another role of  Public Relation will be the  meetings with the media, writing press releases ,bloggers, analysts, customers and investors, how many times have you wished you can succinctly pitch and interest people on what your company does? Public relations play a critical role in shaping messages for the right audiences, and helping you tweak a brand/company messages to resonate with those who have the power to influence.

3. TO GENERATE LEADS
What is the value of a cover story in ‘Essentielle’ magazine? Or an excellent product review on a brand/company social media platform? Well-executed public relations programs can place your company, brand and products/services in the media devoured by your potential customers.

4. TO BE A COMPANY COMMUNICATIONS COMMAND CENTER
When major news strikes, the public must know. When there is a company/brand  scandal or a public scandal, the challenge is in figuring out the best and most efficient way to communicate the news to public and target audiences. This is when your PR “command center” rises to the occasion, and executes on an already planned PR plan that places your company in the best media spotlight possible.

5. TO UP YOUR VALUATION
Never underestimate the power of the media. How do investors decide if they should put money in your company? Say you have excellent brochures, presentation slideshows, and a CEO who can sing and even salsa dance… This is probably not enough. Investors talk amongst themselves, and most importantly, they read independent analyst and media reports, and make their bet on whether your company’s the one.

Evolution of PR
Public relation started back since in the 1900s back when the activists harnessed the power of PR during the world war 1 in order to expand their propaganda in the ancient civilization with Julius Caesar and Cleopatra. During this time there were traditional ways to shape public opinions. It was in the mere 1920s that the public relations entered the private sector, which since then has known a paradigm shift in its function today. It was stated that the two individuals who gave birth to public relation as a profession first in the united states happened to be named Ivy Lee and Edward. They achieve massive PR success without the use of technology and PR was all about press releases. Now, it has grown vigorously and evolved across social media and other new virtual platforms to adapt to the tech-driven society. The PR agencies found new ways to put forward connections to stakeholders. While maintaining its elements such as persuasion, building trust and information, the PR evolution is very clear from Press release, print media, television, radio to blog, digital news and social media, YouTube, live streaming. As for the evolution of PR Contacts, from traditional (contact numbers, reporters, mailing addresses, print publications, to modern PR (Social media contacts, influential bloggers, E-mail addresses, Web developers) and from traditional PR profession (publicist, media liaison, copywriter, scriptwriter to Modern PR profession (trend spotter, social media expert, content marketer, pinner, influencer/ brand ambassador).

Importance of PR in Mauritian Businesses
In this present-day and profoundly cutthroat world, each association requires standing apart from the other and extraordinarily distinguishes itself in general society. Public Relation Mauritius essentially guarantees appropriate relations of any business with general society through various specialized devices and media. These relations are the significant exercises that evaluate and decide approach, conviction, and thinking public towards the association. Media and the public have a basic impact in the achievement of a business. People in general are the real purchaser of products and services while the media is answerable for selling these items and administrations. Public Relations help an association in accomplishing its maximum capacity. They offer criticism from the general population to the organization.

The jobs played by Public Relations Mauritius in business are immense and wide extension. They consist of the following:


 * Planning input from general society and concluding the regions where an association needs improvement.
 * Making affinity and generosity of an association in the significant public and market.
 * Keeping up with and promoting the standing of an organization in various articles and magazines in average.
 * Assessing and checking media apparatuses for public perspectives and remarks with respect to the organization and its standing.
 * Public Relations Mauritius is additionally a piece of showcasing correspondence, including publicizing, deals, and advancements.

Public Relations Mauritius has many capacities. The fundamental ones comprise of:


 * Community relationship
 * Financial relations
 * Emergency Communication
 * Government and political relations
 * Worker’s relations

In order to summarize this part, Public Relation Mauritius is a significant player to the extent that the connection between an organization and people in general is concerned. The PR’S objective is for a business to encounter a solid relationship with its clients.

Examples of PR companies in Mauritius
1. Odysseus Public Relations

Odysseus Public Relations is a Mauritius-based PR firm offering a complete range of communication services to corporate clients since 2000, with specialization in media relations, social media content creation, video production, and events management, with

Ongoing relationships with international clients have helped the company to ensure that the PR activities are of a truly global level.

One of their main clients is Emirates, the Dubai-based airline, for which they work since 2004 and they are the main PR agency for Emirates in Mauritius and Seychelles.

In December 2021, they’ve announced on their Facebook page that Emirates have been named World Class Airline at The Apex Official Airline Ratings awards, which is the first rating program in the world based on certified passenger feedback, a truly great achievement for their main client.

2. Sakay Advertising

Sakay Advertising is a complete disciplinary communication agency, specializing in strategy, brand identity, creative design, mix marketing, advertising campaign, public relations (partnership, media, events) and print management.

The firm is passionate about bringing an exceptional service as well as producing a higher standard of creative thinking. Their “out of the box” attitude and creative approach are what makes them a valuable extension to their clients marketing practices.

Distinctive, engagement and effectiveness are the principles they follow for every work they do. For this, they emphasize on conceptual thinking, creativity, and strong partnership with their clients and suppliers to turn what they do into marketing success.

Sakay Advertising is found at Ebene, Mauritius.

3. Zethical Ltd

Zethical Ltd is a company focused on innovation and creativity, involved in communication, digital marketing, public relations, graphic / multimedia design and web solutions.

Zethical services a portfolio of clients across various sectors, ranging from financial services, real estate, hospitality, retail, biotech, mining, construction, accounting to ICT and logistics. Our customers are based in Mauritius, in the Indian Ocean, in Africa and in Europe and include MNCs, TNCs, listed companies, SMEs, Government Associations, Industry Associations and NGOs.

Zethical is based in Ebene, Mauritius, which is the crux of the services hub in Mauritius.

4. Beyond Communications

Beyond Communications is a highly perceptive communications agency with a sharp and clever approach to cultivating ideas, generating concepts and crafting uniquely creative solutions. In a nutshell, an attentive and proactive team that leverages on its breadth and depth of expertise to help you refine your brand identity and your corporate reputation.

Established since January 2013, Beyond Communications embraces a dynamic and holistic approach, effectively integrating online and offline creative media solutions. Their highly energetic team relies on a broad set of skills to analyse and better understand your corporate needs, providing uncompromising solutions that meet your expectations.

Their objective is to help you reach yours and GO BEYOND! They give character to your identity by creating an image that reflects your uniqueness and makes you attractive in the eyes of your target audiences. They help you build and maintain mutually beneficial relationships with your stakeholders.

Paid Advertising and Public Relations Companies in Mauritius
Paid advertisements often promise a stronger brand exposure and access to a broader pool of  potential customers. They generally target those looking for products or services that are  similar to the advertised brand, ensuring that a higher number of people see and choose the  brand.

Mauritius has a sophisticated advertising business, and advertising is critical to the successful  launch of a product or service. Ads can be written in English, French, or Creole (the local  dialect). Radio, billboards, print media, and television should all be considered as part of a  campaign. Three independent radio stations have emerged as a result of media liberalization,  although the government-run Mauritius Broadcasting Corporation remains the only local  television broadcaster. Consumer products, durables, and services account for the majority of  advertising (banking, insurance, information technology, education).

Mauritius has almost 200 advertising agencies. The Mauritius Association of Communication  Agencies (ACA) is a trade association that represents the country's top 20 communication  agencies, accounting for 70% of the industry. These firms offer a comprehensive variety of  marketing services, such as media planning, market research, and the design of promotional  materials. Any media booking typically earns advertising agencies a 20% commission. Rather than working on a commission basis, multinational corporations prefer to work on a  service fee basis.

There are three main daily newspapers as well as a number of weekly publications. The  majority of the articles and adverts are in French, however there are a few in English. The  only major English-language publications are L'Express Weekly and News on Sunday. The  following are some of the most well-known newspapers and business magazines:

• L'Express (daily)

• Le Mauricien (daily)

• Le Defi Quotidien (daily)

• Week-End (weekly)

• Business Magazine (weekly)

• Weekly Magazine (weekly)

Expert public relations firms can assist businesses in determining the greatest use of their  time and resources to get on the proper platforms, journals, and channels, as well as with the  correct authorities and influencers, in order to massively improve their brand. Getting access  to these sought-after audiences is vital to success.

On the island, the public relations industry has a long history, having helped to clear up  misconceptions about the sugar industry in the 1970s and 1980s. The public relations and  communications profession has continued to grow and diversify, with the establishment of  the Public Relations and Communications Professionals Association in 2008. The PR practices has further diversified in Mauritius, various professions are now closely linked with  public relations. Some of them are as follows:

• Marketing Communication

• Public Affairs

• Event Management

• Brand Management

• Shareholder Relations

• Corporate Social Responsibility

In the World Economic Forum's Global Competitiveness Report (2012-13), Mauritius  received a score of 4.2 out of 7 for the degree of marketing, slightly higher than the global  average of 4.1. This indicates that businesses in the country are slightly more likely than the  average to employ advanced marketing tools and tactics, ranking it 62nd out of 144 countries.

PR agencies in Mauritius have grown throughout the years, some examples of successful and  renowned companies are:

• Concreate PR

• Beyond Communications

• Odysseus Public Relations

• Lemon Agency

• Blast Burson-Marsteller

These paid PR companies aim is to work with prominent companies and organizations to help  them evolve, promote their image through journalistic coverage, and safeguard their brands  and reputations. The tried-and-true approach is to engage audiences over time in order to win  their long-term trust. They specialize in marketing communications to generate integrated

campaigns, advisory services, and digital strategies and solutions, in addition to traditional  and improved PR.

Emerging PR trends
Traditional public relations has evolved into what we now call modern public relations. We've gone a long way since the days of banner ads, television commercials, and smart marketing copy. Most businesses may miss this transition if they aren't watchful. In truth, some public relations firms are still lagging behind the times. Startup PR teams are having a difficult time obtaining publicity for their businesses. For most businesses, it's a never-ending battle due to a lack of awareness of what public relations includes in 2021 and beyond. One thing is certain: public relations will continue to influence how businesses start up, grow, raise funds, and sell their goods and services. It is not a question of whether or not public relations and PR agencies will be relevant in 2021; rather, it is a question of who will win by gaining media coverage and the appropriate publicity for their brands.

Data
Data has become increasingly important in modern public relations, from large data to little data. It's all about the story in public relations. Important data must be acquired and examined in order to present captivating stories to the target market. This is largely due to the Internet's ability to provide a wealth of information at the touch of a button. Many new firms are striving for their own tales, with so many starting in the time it takes to build a logo and website. The use of data to define a start-up’s PR strategy has become increasingly significant.

The use of data to define a start-up’s PR strategy has become increasingly significant. Startup teams must grasp the value of each piece of data they collect and how to use it to tell captivating tales that will pique the interest of their readers, journalists, and market. Data is constantly collected by start-ups through Google advertising, public relations initiatives, Facebook advertising, organic search, and social media. This information is useless unless it is analysed in order to guide the companies' future steps and strategies.

Pitching 2.0 is the next generation of pitching.

Because journalists, authors, and bloggers all received very few emails and pitches, mass emailing used to be quite effective. After all, not everyone had email or internet access back then. That is no longer the case.

Pitching is only effective these days if you take the time to research everyone on your press list, their readership, and their specialities. Because journalists and bloggers now receive a flood of pitches every day, bulk emailing is no longer an option. They can also detect if the email was sent to a million or more journalists.

In cutting-edge public relations, pitching must be achieved keenly and sponsored with the aid of using research. Start-ups that concentrate on pitching primarily based totally on new statistics get media insurance extra effortlessly than individuals who are sending emails seeking to pitch their release or a brand new product feature. The new wave of pitching is personalised pitches. General reduce and paste pitches won’t suffice and feature now no longer been a hit for a very good a part of the ultimate five years.

Analytics
Ten or two years ago,  few people really care about the numbers when it comes to marketing. All that was needed to get the market attention  was a stunningly beautiful  banner ad placed across the street, on the wall of a building, or on a TV.

No matter how good your ad is today, at some point in  the goal-achieving process, potential customers will ask for a number to support your nice ad. Excessive information that makes it difficult to distinguish between factual and false information makes it difficult for customers to trust nice YouTube videos, TV ads, or beautiful banners on the street.

Companies that want to succeed in modern public relations need to embrace numbers and analytics. Technology companies, including those entering the market with social influence, need to conduct research, collect  data from both potential and existing customers, and mathematically interpret that data. I have. Looking at it in terms of website traffic, number of leads, etc., it's easy to get media coverage. Journalists are now interested in stories  backed by well-analysed data. Therefore, data analysis is important because readers, who are  potential customers of your company, take care of the analysed information presented as an effective metric.

Influencer
Modern public relations can no longer be managed or determined by the media alone. The game will change. Thanks to the internet and improved technology, the whole world is now a global village. In the past, the media defined and regulated brand awareness. But in today's world, a neighbour with 100,000 followers on Instagram can have a life-changing impact on your brand.

Today's world is made up of many influential people, whose opinions are trusted by many. Bloggers are also very influential and trustworthy people can be Go-to people. If you want to know your business, building relationships with these influencers is a good place to start.

It's also no exaggeration to say that brands need to be very knowledgeable when choosing influencers to work with. It's important to choose influencers whose target audience matches your audience and whose reputation doesn't damage your brand image. In addition, when building relationships with influencers, you need to take the time to determine if they are really interested in your business or if they are there just  for a free gift. In fact, some hotels, restaurants and resorts around the world mistakenly assume that they can  stay at the hotel for free in exchange for social media posts, so influencer participation in resorts is specifically prohibited.

Relationships  drive  PR success
Relationships are a big part of PR success and will be more apparent in 2021. The days when startup PR personnel could send large numbers of emails and expect PR coverage are over. Now the people you send email to  are flooded with emails from hundreds of other brands competing for their attention. Whether you're trying to work with journalists or  influencers, successful PR efforts require efforts to build long-term, positive  relationships with journalists. If you take the time to get to know the people on your mailing list, you can adjust your approach. Deal with them  more personally. If you can send a personalized email that recognizes the person you are talking to as a unique person, your email recipients  will be more likely to accept working with you.

What is the relation between Public Relations and Crisis management in a corporate?
In the first instance, crisis are unwanted events that affects the normal functioning of an organization. Crisis does not come announced, they are unplanned but it is the role of a PR department to have a crisis management plan and budget to combat it. Additionally, the PR department is responsible to prepare an organization for any major events that can threatened or tarnished the reputation of the company in the eyes of its stakeholders or the general public. Public relations professionals play a vital part in crisis communication

During a crisis, the PR department will be the one communicating with all stakeholders. The PR practitioners have as goal to inform all interested parties about the current situation, potential risks, and planned actions. In addition, it is their role to plan a well-prepared crisis plan that should contain the first message that will be sent out to the world to explain the situation. Regardless if the company have faced crisis or not, it is very important to invest time in creating crisis management policies.

The Covid 19 Crisis
When we started depicting cases of Covid-19 in Mauritius. The Ministry of Health was in charge of communicating the situation to the citizens of Mauritius. But for the first few months, the way of presenting information was not clear. Often, we will see misinterpretations of the message being communicated or there would be a lot of fake news surrounding the crisis. The general idea that we get while studying the way the Ministry of Health managed the crisis is that they tend to put everything in a communication template. First the authorities such as the Minister, the doctors and the police force will state their information then the media will ask question. But this model of communicating lead to a lot of unclear messages to the general public. When doing a crisis management communication plan, it is vital that the message is as clear as possible.

Second example is the tourism industry. The tourism industry is very vulnerable to crisis. In the past year, Mauritius experienced two major crises in the form of COVID-19 and the Wakashio oil spill. The tourism industry was heavily impacted by Covid 19 and the Ministry had to promote Mauritius as a Safe Country for vacation. Furthermore, the Wakashio oil spill impacted the sector given that the image of the island is at stake and the pollution may result in tourists seeking other destinations than Mauritius. To reduce the impact of these crises on the industry, adequate disaster management strategies and communication strategies are required. The Ministry of Tourism was responsible of communicating with its stakeholders.

Crisis management is important for any organization as it is done to save the company`s reputation and image.

Changes in PR Strategies during Covid-19
Covid 19 has dramatically changed the way public relation on organizations operates. With the arrival of covid, many organizations along with stakeholders have been terrifically affected. To thrive & survive many businesses shifted to a remote workforce, virtual and hybrid events. During the first lockdown, in certain cases where physical presence were really important for the continuance of the business, many companies adopted “work roaster”. PR practitioners also made sure to reach their employees virtually to discuss about safety protocols, work plans and other development updates. Many other businesses worked on their employee assistance program to adapt it to covid situation. For example, they provided online counselling sessions, health tips or tips for working from home and so on. Also, because community is an important stakeholder, to benefit both the organization and the society during covid 19, many companies showed their support by demonstrating that they are not only concerned with only making profits, they made sure to let people know that their safety matters. Many brands like Galaxy & courts Mamouth came up with simple strategy: “stay home, stay safe”. Winners adopted free home delivery during confinement in exceptional cases, others companies helped the community as a whole by improving their services. For instance, during the first lockdown, Mauritius Telecom boosted internet speed, added more MB and we were given free access to all My.T channels. Another PR strategy is that many companies also participated in Donations and charities. The Investec Bank limited conducted a donation towards a dedicated fund used by governments to purchase testing kits for the island which was something pivotal in the fight against covid 19. Nestle company LTD also donated 1 million rupee to covid 19 solidarity fund. People will remember those brands in a positive way for all the things they have done, and the things that they are still doing during the crisis and these are ways how PR ensure image consistency of a companies during covid 19. Also, during covid 19, PR is making sure that messages of the brand is being carefully crafted and that messages are human centred. Some companies even linked their advertising campaigns with corona virus. An example is coca cola in Time square that came up with the slogan: “staying apart is the best way to stay united”. Also, we could see the word coca cola written with extended spaces between alphabets. The message of the brand was to respect social distancing.

Another strategy by PR practitioners is the “wait and watch approach”. Companies are now focusing on fundamentals. Some have cancel non-essential press releases and some have postpone unnecessary announcements and product launches because studies proved that people in such situation don’t pay attention to unnecessary products, they concentrate on products that are pandemic related. Also, to foster relationship with clients during pandemic, we see companies coming up with methods like: contactless payment, e payment and other digital tools for safety of customers. Organizations are moving towards digital PR. Many businesses are even creating partnerships with influencers to promote their products or services.

The use of technology by the Mauritian government during the Covid-19 pandemic
With the Covid-19 outbreak, important services have gone digital which highlights the importance of technology in the health sector. To inform the public of the number of cases and other updates about the sanitary situation, the Ministry of Health and wellness has been using its official website to inform the public and other stakeholders. With the vaccination program, the ministry  also made use of technology to circulate information about the Covid-19 vaccination program. In terms of media relations, press releases can also be found on the ministry's official website.

The Ministry of health and wellness, the Ministry of technology, communication and innovation and Mauritius Telecom collaborated together to create the online platform and mobile application called BeSafeMoris. On this website all information regarding Covid-19 health updates and advice can be found as well as information about the vaccination program. The BeSafeMoris mobile application has been developed by Mauritius Telecom to allow users to get real time information from the Ministry of Health and Wellness of Mauritius regarding topics about public health and safety measures that can be taken to stay healthy in Mauritius. According to Mauritius Telecom, there have [https://www.telecom.mu/news/highlights-detail/27/beSafeMoris.mu-consult%C3%A9-plus-d%E2%80%99un-million-de-fois.html#! more than 1 million visits] on the BesafeMoris website. When the Work Access permit was made available in digital form, the website’s traffic increased by 30%.

Artificial Intelligence and Public Relations
New technologies such as Artificial Intelligence (AI) have proven to be useful in public relations, particularly in times of crisis. The pandemic impacted on many companies which made them operate on a lean PR budget and they have to spend money wisely. Thus, organizations must make sure that their PR strategy is up to date with new technologies because nowadays we are talking more about digital PR. For instance, AI can be used in day-to-day business functions to facilitate client operations. It is also an opportunity to create new experiences for clients which will enhance the brand value.

With AI, PR professionals are able to provide their target audiences with better messages. The speed of processing data is increased and there is more accuracy of analytics as it can be updated in real-time. By letting AI take over tasks such as data collection, PR professionals have better access to the precise data needed for a clear understanding of a campaign’s performance. In line with this, PR professionals have more time at their disposal to concentrate on the creative aspects of their campaigns and face-to-face duties such as networking and socializing with the clients, media partners and other stakeholders.

For example, on the 7th of December 2020, Absa bank Mauritius launched the first digital personal banker in Mauritius powered by AI. It has been named Abby, a humanoid robot that responds to client’s needs quickly. Absa wanted to reinvent the customer’s experience by changing some of its branches into a blended physical and digital space. The clients can also chat with Abby on WhatsApp or Absa’s website about their queries. Abby also has physical navigation abilities to help the client navigate towards the right bank officer. On a press release, Dajee Ravin (2020), the managing director of the bank emphasized that, ‘’ The pandemic has catalyzed digital transformation across the globe and technology is now an essential element in many companies’ operations.’’

The use of PR Tools by Advertising, Marketing and PR expertise in Mauritius
The advertising and marketing industry in Mauritius has seen rapid growth, in response to increased competition in the consumer market. The country has almost 200 agencies in operation, including many specialists in public relations, media advertising, branding and design. The sector is highly competitive and challenging due to the size of the Mauritian market. A few high-profile firms hold a large proportion of the market, including local firms partnered with major multi-nationals through affiliate programmes. Prominent amongst these are Maurice Publicité, affiliated to Ogilvy Worldwide, and Saatchi & Saatchi’s Mauritius office, P&P Link Saatchi & Saatchi. Both are among the most prosperous of the advertising agencies, both in Mauritius and the wider region. They cater mainly for the Mauritian market, from medium sized businesses to the largest corporate organisations. Notable local firms include Cread & Co. which pioneered the use of Mauritian Creole as an effective tool for marketing and advertising. The Association of Advertising Agencies of Mauritius is the professional body for the industry. The Association published the Advertising Code of Ethics in 1994, and it is adhered to by agencies, clients and the media. It also operates an Advertising Awards Night, which continues to expand, and ‘The Flame’ Mauritius Design and Advertising Festival.

The public relations industry has historical importance on the island, having played a role in reducing misunderstandings around the sugar industry in the 1970s and 1980s. The sector has continued to develop and diversify, and in 2008 the Public Relations and Communications Professionals Association was officially launched.

The World Economic Forum’s Global Competitiveness Report (2012-13) gave Mauritius a value of 4.2 out of 7 with regard to the extent of marketing, just above the world mean of 4.1. This suggests that companies in the country are very slightly more likely to use sophisticated marketing tools and techniques than the norm, placing it 62nd out of 144 countries. Buyer sophistication in the country was also slightly above world mean (3.5), valued at 3.7 out of 7, with a higher value indicating that buyers are more likely to make purchases based on a sophisticated analysis of performance attributes. The country placed 49th in the rankings, a comparatively high regional position, coming below only South Africa and Liberia in relation to sub-Saharan African nations. These PR tools are used by most Advertising, Marketing and PR expertise.


 * Media relations.
 * Advertorials.
 * Social media.
 * Newsletters.
 * Brochures and catalogues.
 * Business events.
 * Speaking engagements.
 * Sponsorships or partnerships.

Importance of CSR in PR in Mauritius
Mauritius is a small Indian Ocean island state that has become one of Africa's success stories. The expansion of the luxury tourism industry has contributed significantly to the Mauritian economy. With the rapid development of the tourism industry, major issues such as coastal overdevelopment, rising pollution, and disregard for natural resources have emerged. It is becoming increasingly important for tourism industry participants to practice social and environmental responsibility. CSR is actually more important in developing countries than in developed countries because development projects and other social infrastructure are lacking in the majority of these countries and may not be provided by the government. The development of an ethics code would be a good starting point for the industry as a whole to become more socially responsible.

While public relations seek to develop and maintain the company's long-term positive image and popularity in order to provide all segments of the public with the most transparent picture of the company and its activities, corporate social responsibility seeks to address various social problems confronting the communities in which the company operates in order to help improve their quality of life. In today's business world, producing high-quality goods or services is no longer enough to ensure complete success. Banks in Mauritius, for example, particularly the leading ones such as Mauritius Commercial Bank (MCB), State Bank of Mauritius (SBM), HSBC, and Barclays, invest heavily in CSR. These banks are now among the most successful and influential in the country. As a result, more and more businesses should consider this approach, which will ultimately benefit not only the society but also the brand's image.

CSR can help improve the reputation of public relations by encouraging PR professionals to think beyond traditional public relations goals, objectives, and tactics. The transparency expectations that exist in CSR communications will be extended to the public relations department by incorporating CSR into corporate communication. CSR can benefit public relations by broadening PR's perspective and reinforcing a commitment to transparency in all communications. CSR can play an important supporting role by leveraging PR practitioners' skills and expertise to improve the overall functioning of businesses.