Abstract:
This study attempted to assess the role corporate social responsibility in public relations
practice in the South Nation Nationality and Peoples Regional State (SNNPRS) in the Haddiyya
Zone Culture, Tourism, and Government Communication (HZCTGCD). The study examined the
experiences of public relations practitioner and top leader towards corporate social
responsibility. The data were gathered through Questionnaires, interview, focus group
discussion, and observation. The data collected from different sources showed that research is
not part of their public relations function. The flow of information is one-sided from the
government to their target public. Its practice is focused on controlling than adjusting and
adapting to its environment. Public interest and concerns is not the primary consideration of
their public relations function. There is no organized system of receiving feedback from their
target public. The organization suffers from credibility and reputation problem. The
organization does not incorporate the interests and concerns of their public well into the
research, planning, communication, and evaluation phases of public relations function. The
practice is guided by the wrong assumptions that what is transmitted will be received by the
intended public. The organization tried to persuade without understanding its surrounding
environment, public interests, and concerns. The research also identifies the factors affecting
their corporate social responsibility practice. The study concluded that the two-way symmetric
communication, dialogue, and interaction with target public were important to incorporate
corporate social responsibility practice. Listening and responding to the public interest is the
basis for effective public relations function.
