Proceedings: Conference on Corporate Communication 2012 Page 1

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Corporate Communication and PR Practice in South East Asia Seeing the World through Local Eyes – Selected Research Findings and Conclusions Graeme W. Domm Deakin University Australia / RMIT International University Vietnam graeme.domm@rmit.edu.vn As the countries of South East Asia move toward substantial economic integration by 2015, and gradually strengthen political cooperation, the question arises as to how much these nations actually have in common - socially, cultural, politically and in business terms. For corporate communication and public relations practitioners based in these countries, how different or similar are the operating environments, and how do they compare to typical ‘Western’ environments? How does the world of the communication professional look through the eyes of practitioners in each location, and what implications might any different local and regional perspectives have for those who seek to achieve communication objectives in these rapidly developing, highly populous nations? The author presents some of the results of 13 in-depth interviews conducted during 2011-2012 across six member countries of the Association of South East Asian Nations (ASEAN), following on from an online survey of more than 30 communication professionals across six countries of South East Asia, reported upon at the 2011 CCI <strong>Conference</strong> in New York. The interviews suggest a wide spectrum of views amongst practitioners, but with some strong common themes emerging in regard to a perceived need for greater understanding of local and regional nuances. Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 12
Corporate Communication and the Development of IBM's CSR A Case Study Rachel Kovacs Department of Media Culture College of Staten Island, CUNY, USA rachel.kovacs@csi.cuny.edu Stanley Litow, IBM's Vice President, Corporate Citizenship and Corporate Affairs, and President, IBM Foundation, recently addressed an audience at Baruch College, CUNY, on the occasion of IBM's 100 th birthday. He discussed the role of citizenship in 21 st century business, emphasizing repeatedly that corporations cannot divide their corporate responsibility from their business programs. CSR, he maintained, is not separate from the way you conduct your business. His talk centered on how IBM was both a global technology leader and a global model for corporate citizenship. Its innovative technology and talent had succeeded in building its business, he said, and at the same time also addressed social issues in the communities where IBM operates. This strategy was consistent with IBM founder Tom Watson's view that the organization needed to change in terms of its innovation but not in terms of its core values. IBM, technology created Social Security, one of the most important social welfare programs ever, and has developed voice recognition programs that have had multiple pro-social uses. To what extent is doing so a genuine gesture for mankind or blatant self promotion?? To what extent had IBM crafted corporate responsibility and fused corporate relations with community relations?\ Litow discussed how IBM's corporate citizenship had been linked to Watson, for whom social and community concerns were expressed as private philanthropy. One did good deeds privately, anonymously, for their own sake, without publicizing them. Watson, said Litow, had to be convinced of the value of publicizing his philanthropy. IBM has shifted to public, Web-based pronouncements of its CSR activities that describe the depth and breadth of its commitments to communities. The entire operation of CSR activities is now an entity unto itself, with a foundation that manages programs designed to bring talent and technology to global communities, according to each one's needs. This paper will trace the historical shifts that marked IBM's move from a corporation whose CSR was a discretionary gesture of its CEO to its current, variegated status within the larger structure and functions, within IBM the mega-corporation. It will explore if and how these changes have affected the corporation itself, in terms of corporate communication's involvement in the programs themselves, as necessary to sustain the CSR arm, and through generating publicity about them. In addition, how are decisions about CSR programs made and what, if any roles, do corporate leadership and employees play in that process? What kinds of communication has been necessary, given the company's shift in emphasis from "private" philanthropy to corporate citizenship as a company imperative and as a mandated but largely self-directed area of employee engagement? Finally, the paper will explore the extent to which IBM, as a global technologies innovator, has influenced CSR programs in its own industry and in others. Abstracts of <strong>Conference</strong> <strong>Proceedings</strong>: <strong>Conference</strong> on Corporate Communication 2012 Page 13
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Page 4 and 5: Abstracts of Conference</st
Page 6 and 7: Contents A Case for Corporate Inocu
Page 8 and 9: Contents A Holistic Corporate Ident
Page 10 and 11: Contents Save our Seafarers: How th
Page 12 and 13: An Introduction to the Proc
Page 14 and 15: Focus on Recent Research The CCI Co
Page 16 and 17: (discussed in Goodman, CCIJ Vol. 16
Page 18 and 19: Conference Academi
Page 20 and 21: Between Global and Glocal An Analys
Page 22 and 23: Bring Your Own Device (BYOD) to Wor
Page 24 and 25: A Case for Corporate Inoculation Ex
Page 26 and 27: Characteristics of the Economically
Page 28 and 29: Communicating Corporate Social Resp
Page 32 and 33: Corporate Communication and the Dev
Page 34 and 35: Corporate Communication and the Dev
Page 36 and 37: Crisis Communication and Terrorism
Page 38 and 39: CSR Initiatives of Private Sector C
Page 40 and 41: Developing Internal Crisis Communic
Page 42 and 43: Differences in Perceived Effectiven
Page 44 and 45: The Dynamic Interplay of Visual and
Page 46 and 47: Google Doodles As Corporate Communi
Page 48 and 49: Practical implications: The develop
Page 50 and 51: Implementation of the Project Manag
Page 52 and 53: Insights on CSR Strategy Influence
Page 54 and 55: Internal Communication Crisis and i
Page 56 and 57: Investor Relations on the Internet
Page 58 and 59: Just-in-Time Research An Internatio
Page 60 and 61: Negotiating Crisis in the New Media
Page 62 and 63: Nuclear Power after Fukushima The S
Page 64 and 65: Organizational Disruption and Corpo
Page 66 and 67: Repairing an Organization’s Image
Page 68 and 69: A Retrospective on Reputation and S
Page 70 and 71: Save Our Seafarers How the Shipping
Page 72 and 73: Social Media Challenges and Opportu
Page 74 and 75: A Study of How Online Social Networ
Page 76 and 77: The Study of Internal Crisis Commun
Page 78 and 79: The Virtual Construction of Kiva A
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We Hear What They Say The Local Mus
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Women’s Protests in the Revitaliz
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