Corporate Social Responsibility Communication : An Exclusive Role of Public Relations

Arguments have generated over who is best to communicate Corporate Social Relationship activities of business organisations and what technique would be the best in assigning organisational CSR activities. Public relations (PR) cultivate relationships between an organisation and general society through dialogue and negotiation. A public relations professional as strategic communicator currently fills in as prescriber of recommended communication strategies to propel the fundamental mission of business organisations to its publics. This study answered the above questions, based on the premise that PR as management function is where the officer acts as an intermediary by reporting CSR activities of an organisation to its publics. The Excellence Theory in Public Relations is used to analyse the functions of Public Relations in the communication (reporting) of CSR activities. The study is concluded on CSRcommunication (reporting) as an exclusive role of PR.