Assessment ofcorporate social responsibility in public relations practice: the case of hadiya zone culture, tourism, and government communication affairs department

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.