Contribution of Public Relations (PR) to Corporate Social Responsibility (CSR): A Review on Malaysia Perspective

Chai Lee Goi,Kah Hian Yong

doi:10.5539/ijms.v1n2p46

Abstract

The main objectives of this study are to review on current public relations (PR) contributions to corporate socialresponsibility (CSR) programs, and also to review the current CSR activities applied in Malaysia. Numbers of researchhave been done on PR and CSR (examples Freeman, 1984; Grunig and Hunt, 1984; Hooghiemstra, 2000; Cutlip et. al,2006; Golob and Barlett, 2007; Harrison, 2007; and Argenti, 2007), and also impacts on the business (examples Cannon,1992; Gray et al., 1995; Woodward et. al, 1996; Johnson & Johnson, 2000; Volkswagen AG, 2000; Doane, 2002; AbdulRashid and Ibrahim, 2002; Van der Laan, 2004; Orlizty et. al, 2004; Kotler and Lee, 2005; Savitz and Weber, 2006;Porter and Kramer, 2006; Golob and Bartlett, 2007; and Janggu et. al, 2007). The objectives of the application of PRand CSR mainly related to “social responsibility of business which is encompasses the economic, legal, ethical anddiscretionary expectations that society has of organisations at a given point of time” (Carroll, 1979). The concept of PRand CSR are also concern for society, communities, environment, employees and ethics. CSR attracted great attention of the government, public-listed and private companies in Malaysia. This can be seen from various governmental and non-governmental efforts in creating awareness and provide initiatives to public listed and private companies to align their business objectives with CSR concerns (example The Malaysia Institute of Integrity (IIM), The Institute of Corporate Social Responsibility Malaysia (ICRM), Sahabat Alam Malaysia, and Federation of Malaysian Consumers Association and Consumers Association of Penang).

Highlights

A review on few companies from number of researches by Abdul Rashid and Ibrahim (2002) shows that some companies committed to the extent of socially responsible activities involved: x
Sarawak, Malaysia Tel: 60-85 -443-939 E-mail: yongkh@curtin.edu.my Abstract The main objectives of this study are to review on current public relations (PR) contributions to corporate social responsibility (CSR) programs, and to review the current CSR activities applied in Malaysia
Numbers of research have been done on PR and CSR, and impacts on the business

Summary

Introduction

The most cited definition of Public Relations is by Carroll (1979), “social responsibility of business encompasses the economic, legal, ethical and discretionary expectations that society has of organisations at a given point of time”. These positions suggest that CSR is still a major concern among companies worldwide Both PR and CSR theories emphasise the importance of business organisations pay attention to their stakeholders or publics, not just their shareholders and profits. Stakeholder theory, according to Freeman (1984); and Golob and Barlett (2007) suggests that there is a wide range of groups in the social environment that an organisation can affect, and that these groups have legitimate claims on the organisation due to agency and property theories These stakeholders are such as local communities, corporate governance, environmental impacts, employees, customers and suppliers, shareholders and government. Argenti (2007) includes CSR as a part of corporate communication or PR function

Past Research on CSR’s Implications for Businesses x

CSR in Malaysia

Findings

Conclusion