The impact of public relations on corporate social responsibility in large Thai businesses

Abstract

Public relations is important to organizations, and for Corporate Social Responsibility programs in particular. Corporate social responsibility is one of many management strategies that benefit society. This research explored organizations that employ CSR projects in their business strategies. Extensive interviews were conducted with 16 organizations in Thailand, involving CSR practitioners/public relations practitioners, who work and have experience in CSR projects. The results indicate that public relations is important for CSR effectiveness, and leads to positive outcomes for an organization. Participants agreed on how public relations can help communicate to publics about different CSR projects in an organization, create awareness, positive image, and good understanding about the company. Public relations also helps to indirectly provide positive benefits to help support the business. Public relations strategies involving two-way communication can help CSR programs become more effective. The findings support the literature review that two-way communication helps organizations identify the right needs of society. Identifying these needs of society also helps the organizations create an effective CSR programs. The evaluation stage is another key factor that helps design successful CSR projects and create positive CSR outcomes.