The Role of Public Relations in Corporate Social Responsibility: The Case of Alema Farms Plc
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Date
2023-05
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Addis Ababa University
Abstract
The purpose of the study is to assess the role of public relations in corporate social responsibility, focusing on the case of Alema Farm PLC. Corporate social responsibility (CSR) entails corporate organizations actively incorporating environmental and social improvement into their business philosophies and practices. The primary objective of establishing a commercial firm is to produce goods and services that meet public demand. Contemporary CSR practices assume that businesses willingly integrate social and environmental considerations into their operations and interactions with stakeholders. To examine the roles of public relations in corporate social responsibility, a descriptive research design utilizing a mixed approach of quantitative and qualitative research methods was employed. Purposive sampling methods were employed to collect data from 45 selected employees of Alema Farm PLC through questionnaires. Purposively, the Public Relations Department, Marketing Department, and HR Department were selected due to their engagement with external stakeholders. Data collection methods included questionnaires distributed to the 45 employees, interviews with department managers, and web analysis. Consequently, the roles of public relations in Alema Farm PLC encompass supporting and understanding both internal and external stakeholders. Additional roles not attributed to Alema Farm PLC include strategic communication, transparency and corporate social reporting, stakeholder relationship management, ethical action, and digital communication. In contrast to expectations that may suppose that public relations practitioners would cling to CSR leadership, interviewed professionals were adamantly opposed to PR ownership of responsibility initiatives. Public relation Professionals should recognize and utilize the importance of their position as a boundary-spanner and aggregator to inform and communicate CSR efforts internally and externally. This communication function includes spreading and promoting an internal culture of corporate responsibility to engage employees in the process. Corporate social responsibility requires cross-functional collaboration from all relevant business sectors to develop the most effective programs. The most successful CSR programs are embedded in the organizational structure, autonomous from other departments, and often have a Corporate Responsibility Officer in a leadership position. Specifically public relation of Alema Farm PLC should collaborate this activity.
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Public Relations