Corporate Social Responsibility As Public Relations Tool In The Communication Industry

Introduction

1.1 Background of the Study

No organization exists and operates in a vacuum; business operates in a dynamic environment, the growth and survival of an organisation is dependent on the environment and other factors. A better understanding of the environment and how it works will help in the understanding of the community relations and social responsibility of the organisation. The essence of the social responsibility is to give the people in the hosting community sense of belonging, show concerns, share and identified with their problem etc.

Going by the definition of British Institute of Public Relations (BIPR) as cited in Arowosegbe (2005) that public relations is a deliberate planned and sustained effort to establish and maintain mutual understanding between and organization its public. This implies that one of the core objectives of public relations is to ensure mutual understanding between an organisation and its various public. Public relations is an essential function of management because no organisation can survive without good rapport with public. Organisations, institutions, individuals and corporate entity do have two or more public they deal with and as a result, they must strike a balance so as not to lose their reputation and trust rather they build, maintain and sustain good image (Adegoke, 2001).

Thus, for any business organisation to achieve growth, increase in turn over, assets and profit, it needs to have a built-in, self-regulating mechanism for such business to monitor and ensure its adherence to laws, ethical standards, norms and nuances of its environment. In the interest of its business and its environment, an organisation needs to relate its operations and policies in ways that are mutually beneficial.

Adegoke, (2001) stresses that the global socio-economic climate has developed an emergent system, which responds to corporate and commercial necessities within a defined state or outside of it. The field of international corporate responsibility has assumed an important subfield of business ethics in response to increasing concerns about the ethical conduct of international businesses. It includes business conduct for multinational enterprises, corporate responsibility and environmental issues in developing economies.

Corporate social responsibility is presently defined by the World Business Council of Sustainable Development as persistent commitment by businesses to behave ethically and contribute to economic development while also increasing the quality of life of employees, their families, and the community. Corporate social responsibility is a key quality in social economic development. It is presently defined as persistent commitment by businesses to behave ethically and contribute to economic development while also increasing the quality of life of employees and their families, as well as the local community and society that they live in (Olayinka, 2013). Corporate social responsibility is now broadly understood as including respect for the environment.

Therefore, Corporate Social Responsibility (CSR) is a form of self-regulation, conscious attempts and self-efforts undertaken by organisations for self-preservation and enhancement of their operations. It is usually integrated into a business model for an organisation to be able to live in harmony with its operating environment. When proactively undertaken, it does promote the public interest by encouraging community growth and development, and by voluntarily eliminating practices that harm the public sphere, regardless of legality.

According to David and Güler, (2008). defines corporate social responsibility as “A commitment to improve community well-being through discretionary business practices and contributions of corporate resources”. CSR is the deliberate inclusion of public interest into corporate decision-making and the honouring of a triple bottom line known as People, Planet and Profit. The aims of CSR encourage businesses to actively and voluntarily contribute to community development. It implies a kind of social responsibility on the part of an organization making it to deliberate and continuously undertakes course of action that are in its public best interest.

Meanwhile, the telecommunication industry is one of the fastest growing sectors in Nigeria. There are so many telecommunication companies owned by foreign and local corporate bodies in Nigeria. These telecommunication industries have covered a large area in Nigeria from urban to rural areas in the country with many publics from government to the subscribers, the community where they erected their mast and other machines and equipment and so on. Also, majority of the people believe that there is money in this sector and as a result much is expected of them by the government, individuals and so on.

There is no doubt about the fact that one of the organisations or sector that must have a strong corporate social responsibility and community oriented activities that will interest people and community at large is telecommunication industry because their success rest on the number of people that subscribe to their services and products. This research thus focusing on MTN Nigeria with an overview of its corporate social responsibility and how much it has benefited the community and the industry itself. It also examines some of the programmes, projects and activities of MTN that have been deployed in achieving this.

It should be established that MTN as a telecommunication giant in Nigeria is doing its best in the area of social responsible as a way of contributing and given back to the people and society at large. In order for the MTN to effectively have good corporate social responsibility lead to MTN foundation (MTN, 2018). The MTN Nigeria Foundation Limited was established for the purpose of focusing MTN Nigeria’s efforts in terms of its Corporate Social Responsibility initiatives to help reduce poverty and foster sustainable development in Nigeria. In September 2004, MTN Nigeria Communications Limited consulted with a diverse group of stakeholders across the country to ascertain the needs of the Nigerian people. The findings of this rich consultative process enabled the development of a more focused strategy under the three portfolio areas, Education, Health and Economic Empowerment.

In conjunction with local and international partner organisations, MTN Nigeria Foundation remains committed to improving individual and communal lives through social investment projects that nurture people’s inherent abilities, care for and respect people’s dignity and help create economic value in their lives. The Foundation has been able to support and sponsoring programmes, activities and events in Nigeria such as: MTN who wants to be a millionaire, MTN project fame, sponsoring of Osun Osogbo festival, Sponsoring of Olojo’s festival in Ile-Ife and so on (MTN, 2018). It is against this background that this research examines CSR as Public Relations Tool in an organization. with a specific focus on MTN Nigeria.

1.2 Statement of the Problem

Corporate Social Responsibility in many telecommunications in Nigeria attracted less attention and budget unlike advertisement campaign despite the National Communication Commission and other agencies directives the telecommunication industry should engage in CSR to a certain level. Also, facts revealed that Nigerian telecommunication operates within a climate of endemic corruption that has poor corporate governance, with several cases of unethical practices such as high tariff, poor network, poor response from customer care unit, wrong deduction of credit unit, receiving unsubscribed sms and so on.

It is against this backdrop that the research is geared towards examining CSR as Public Relations Tool in an organization. with a specific focus on MTN Nigeria and to know the extent and how best to implement it, in line with global best practices.

1.3 Objectives of the Study

The general aim of this study is to examine corporate social responsibility as public relations tool in the communication industry using MTN Nigeria as a case study Specifically, this study will;

To examine the extent which MTN pay attention to CSR

To ascertain ways and methods by which MTN is carrying out its CSR to the various community in Nigeria.

Determine the factors that influences CSR practices in Nigeria.

1.4 Research Questions

The study will be guided by the following questions;

What is the extent which MTN pay attention to CSR?

What are the ways and methods by which MTN is carrying out its CSR to the various community in Nigeria?

What are the factors that influences CSR practices in Nigeria?

1.5 Research Hypotheses

Ho: There is no significant relationship between corporate social responsibility and public relations.

Ha: There is a significant relationship between corporate social responsibility and public relations.

1.6 Significance of the Study

The study of social responsibility of a business organization is hoped to be of benefits not only to students, businessmen, government, customers, community, stockholders, academics, but the whole society.

The study also hopes to highlight the problem associated with social responsibility and to make use of the analysis to improve the working situations thereby minimizing the problems social responsibility conflict in that organization and its environment as well.

Moreover, this work will also serve as a working tool for Chief Executives and managers in organizations like (MTN and other telecommunication companies); this piece of work will actually form a basis for further development and as well contribute to the existing body of knowledge in the area of CSR on corporate image and performance.

The study will inform all at large, the need for corporate social responsibility not only to the firm, but to the society at large while the future researchers who will be researching into the area related to this topic will find this work relevant as a reference material.

1.7 Scope of the Study

The study which examines corporate social responsibility as public relations tool in the communication industry was narrowed in scope to MTN Nigeria. The choice of MTN Nigeria is due to the position occurs as the leading telecommunication giant in Nigeria.

1.8 Limitation of the Study

Like in every human endeavour, the researcher encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection, which is why the researcher resorted to a limited choice of sample size. More so, the researcher simultaneously engaged in this study with other academic work. As a result, the amount of time spent on research will be reduced.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.9 Definition of Terms

Corporate Social Responsibility:

In this study, corporate social responsibility is refers to all activities, projects, programmes and supports offers by the MTN to an individual, group, community, state and Nigeria at large such as sponsoring of games, festival, building of water, building of schools etc Corporate Social Responsibility is often shorten as CSR.

Public Relations:

This means various efforts to establish and maintain mutual understanding between MTN and its various publics particularly in the form of community relations, sponsoring, building and assisting the people and community at large using CSR.

Communication Industry:

This refers to the telecommunication sector especially the private telecommunication companies that offer calling, data and other services to the Nigerians such as MTN, GLo, Airtel and Etizalat.

MTN Nigeria:

This refers to one of the telecommunication companies in Nigeria that is currently leading the sector with about 46% subscribers. It is often shorten as MTN with its coverage reach many cities and local communities in Nigeria.

1.10 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows.

1. Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.
2. Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.
3. Chapter three deals on the research design and methodology adopted in the study.
4. Chapter four concentrate on the data collection and analysis and presentation of finding.
5. Chapter five gives summary, conclusion, and recommendations made of the study.