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

The main objectives of this study are to review on current public relations (PR) contributions to corporate social responsibility (CSR) programs, and also to review the current CSR activities applied in Malaysia. Numbers of research have 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; Abdul Rashid 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 PR and CSR mainly related to “social responsibility of business which is encompasses the economic, legal, ethical and discretionary expectations that society has of organisations at a given point of time” (Carroll, 1979). The concept of PR and 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).