Speaking at a lecture meet on ‘PR role now extends of Corporate Social Responsibility too’ organised by the Public Relations Society of India (PRSI) in Chennai recently, he dwelt on the paradigm shift in modern business that laid emphasis on the TPL (triple bottom line) approach and called upon PR practitioners to view CSR as a means for long-term empowerment of their organisations.

Panda said the key to optimisation of CSR goals was through bridging the gaps on ‘last mile connectivity’ by adopting a synergy of action where the government, corporate and civil society converged to ‘encourage and facilitate’.

A book titled Corporate Social Responsibility in India — Past, Present and Future written by Panda was released by Taylor Rubber Pvt Ltd managing director T T Ashok and the same was accepted by PRSI national vice-president R K Dharan on the occasion.