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PR practitioners’ conceptualisation of the role of stakeholder engagement in corporate social responsibility planning and implementation
Author(s)
Jayiya, Sivenathi
Date Issued
2021
Type
Thesis
Publisher
Cape Peninsula University of Technology
Abstract
Over the years, practitioners and stakeholders have regarded the practice of
stakeholder engagement as a non-essential part of Corporate Social Responsibility
(CSR). The only standard corporate practice was to invest in developing CSR and
sustainability programmes with minimal involvement of those they materially affect,
also known as their stakeholders (Heismann, 2014). Heismann further argues that
the cause of this was organisations not communicating effectively and actively with
their stakeholders to the point that stakeholders were not aware of the development
of many CSR programmes.
Engaging with stakeholders is no longer optional; it is an expected necessity. In
theory, Holmström’s (1996) reflective paradigm of public relations emphasises the
need for organisations to meet stakeholder and societal expectations, values, norms,
and standards by conducting themselves in a socially responsible manner towards
the environment stakeholders and the society at large.
Against this background, this study evaluated PR practitioners’ conceptualisation of
the role of stakeholder engagement in Corporate Social Responsibility planning and
implementation. The purpose is to contribute to the existing body of knowledge on
CSR and stakeholder engagement within South African and developing countries.
The theoretical framework of the study is the Public Relations reflective paradigm
conceptualised by Susanne Holmström (1996); the stakeholder approach to CSR
formulated by Freeman (1984). The Triple Bottom Line approach also supports the
study, a critical approach used to analyse CSR activities by Elkington (1994).
The study’s research methodology was qualitative and employed an explorative
design to congregate data through semi-structured interviews and document
analysis. The findings of this study revealed that stakeholder inclusivity and
engagement vary for each organisation. However, in many organisations’ corporate
social responsibility strategies, the most common goal is to engage and put all their
stakeholders at the forefront. Compared to the past, PR practitioners performing the
CSR role have shown significant progress in considering all stakeholders as an
essential part of CSR. The findings also revealed that stakeholders now play a pivotal role in an
organisation’s success and corporate social responsibility initiatives. Stakeholders
also play significant roles in the relationship between the organisation and its
surrounding communities based on its commitment to the partnership and the shared
belief that the organisation and the host communities should be good neighbours.
The engagement with stakeholders should be viewed as any other organisational
planning process, given sufficient analysis, preparation, implementation, reporting,
evaluation and follow up.
stakeholder engagement as a non-essential part of Corporate Social Responsibility
(CSR). The only standard corporate practice was to invest in developing CSR and
sustainability programmes with minimal involvement of those they materially affect,
also known as their stakeholders (Heismann, 2014). Heismann further argues that
the cause of this was organisations not communicating effectively and actively with
their stakeholders to the point that stakeholders were not aware of the development
of many CSR programmes.
Engaging with stakeholders is no longer optional; it is an expected necessity. In
theory, Holmström’s (1996) reflective paradigm of public relations emphasises the
need for organisations to meet stakeholder and societal expectations, values, norms,
and standards by conducting themselves in a socially responsible manner towards
the environment stakeholders and the society at large.
Against this background, this study evaluated PR practitioners’ conceptualisation of
the role of stakeholder engagement in Corporate Social Responsibility planning and
implementation. The purpose is to contribute to the existing body of knowledge on
CSR and stakeholder engagement within South African and developing countries.
The theoretical framework of the study is the Public Relations reflective paradigm
conceptualised by Susanne Holmström (1996); the stakeholder approach to CSR
formulated by Freeman (1984). The Triple Bottom Line approach also supports the
study, a critical approach used to analyse CSR activities by Elkington (1994).
The study’s research methodology was qualitative and employed an explorative
design to congregate data through semi-structured interviews and document
analysis. The findings of this study revealed that stakeholder inclusivity and
engagement vary for each organisation. However, in many organisations’ corporate
social responsibility strategies, the most common goal is to engage and put all their
stakeholders at the forefront. Compared to the past, PR practitioners performing the
CSR role have shown significant progress in considering all stakeholders as an
essential part of CSR. The findings also revealed that stakeholders now play a pivotal role in an
organisation’s success and corporate social responsibility initiatives. Stakeholders
also play significant roles in the relationship between the organisation and its
surrounding communities based on its commitment to the partnership and the shared
belief that the organisation and the host communities should be good neighbours.
The engagement with stakeholders should be viewed as any other organisational
planning process, given sufficient analysis, preparation, implementation, reporting,
evaluation and follow up.
Additional information
Thesis (MTech (Public Relations Management))--Cape Peninsula University of Technology, 2021
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