The Role of Public Relations (PR) in Socially Responsible Business: Analysis of Aqua Danone in Water and Environment Preservation Programs
Corresponding Author(s) : Yeni Rosilawati
Prosiding International Conference on Sustainable Innovation (ICoSI),
Vol. 2 No. 2 (2022): Optimizing Global Benefit for Future Wellbeing
Abstract
Corporate Social Responsibility (CSR) encourages
the company to look further beyond the usual base to a wider
region, which is social at large and communities. This paper aims
to identify the role of Public Relations (PR) in CSR of Aqua
Danone Klaten in socially responsible business in water and
environment programs which were implemented in Polan Harjo
Village, the local community that lives around the operating factory
of Aqua. This paper used qualitative approach, specifically using
case study method. It employed in-depth interviews that were
conducted with the local community and working managers who
deal with CSR issues and strategy on day-to-day basis. Secondary
data was gathered in the form of information about CSR programs
from regular reports downloaded from the company’s website,
mass media news downloaded from the internet and other
resources. The research found that PR process is involved in CSR
steps from fact-finding until monitoring. The study also found that
Aqua Danone Klaten carried out proactive dialogue with
stakeholders. The planning until the assessment was conducted
through discussions with community leaders, communities, and
local governments to give ideas, criticisms, and testimonials
towards CSR programs. The research also identified that Public
Relations (PR) also adopt stakeholder engagement strategy. In this
strategy, business enterprises prioritize dialogue and engagement
with stakeholders and develop interactive systems with various
stakeholders.
Keywords
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