(Person) Percentage - Sabanci University Research Database

The Asian Media & Mass Communication Conference 2010 Osaka, Japan
Book produced in September 2006. It is containing guidelines for Government Linked
Companies (GLSs). It emphasizes that all activity occurs on a voluntary basis.
The above mentioned guidelines have described CSR as the activities that safeguard the
environment, communities, employees, shareholders and other affected parties’ interests as an
integral part of the operation (Norway – Official Site in Malaysia, 20 May 2010). As reported in
a CSR survey conducted by The Malaysian Institute of Management (MIM CSR Survey 2009,
http://www.mim.org.my), 85% to 90% of multinational companies, large corporate companies
and GLCs engage in CSR activities.
Among CSR activities in Malaysia, market-oriented CSR activities have been given
increasing awareness among companies in Malaysia as consumers have become more aware of
how business activities affect society and the environment (Norway – Official Site in Malaysia,
20 May 2010). In conjunction with the activities, Global Compact Network Malaysia (GCNM)
has worked to promote the UNGC’s Ten Principles.
As in the guideline of GCNM (JCI Malaysia, 2010), of which in the context of
environment, Principle 7 has stated that “business should support a precautionary approach to
environment challenges; whereas Principle 8 has emphasized undertaking initiatives to promote
greater environmental responsibility and Principle 9 has meant to encourage the development
and diffusion of environmentally friendly technologies. Of guidelines and activities discussed,
there is no indications and suggestions of sufficient tools to carry out those activities. It is rarely
any discussions raised regarding tools and the use of communication in the Malaysian CSR.
As stated in Goi and Yong (2009), there are numbers of CSR researches conducted in
Malaysia, but mostly concerning CSR and management, which are related to executives and
management attitudes towards CSR (Rashid and Ibrahim, 2002; cited in Goi and Yong, 2009).
Somehow their research has been the most recent one that raised the relationship between CSR
and PR in malaysia. Goi and Yong (2009) has successfully mapped the relationship between
CSR and PR through foreign research findings. As cited in Goi and Yong (2009): Hooghiemstra
(2000), and Golob and Barlett (2007) have offered corporate communication as a model for
organization to use CSR reporting as a strategy to legitimate their activities. Grunig and Hunt
(1984), and Golob and Barlett (2007) have suggested that PR is the practice of social
responsibility and that social responsibility has become a major reason for companies to employ
communicators. Argenti (2007) includes CSR as a part of corporate communication or PR
function. Somehow as in the conclusion of Goi and Yong (2009), there is not much research
concentrate on PR and CSR or PR contributions to CSR.
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