CORPORATE SOCIAL RESPONSIBILITY (CSR): THE COMMUNICATION CHALLENGE
Abstract: Corporate Social
Responsibility has now face a new challenge. Skepticism and untruthful
reactionfrom public and stakeholders rise as a form of response toward the
practice of Corporate Social Responsibility. Latest research in England found
that UK's biggest corporation facing the same condition as the public level of
trust declining and skepticism towards corporate efforts rising up (Hawkins,
2005). This negative perception and skepticism toward the CSR messages
communicate by the corporate has a matter of fact become challenge for the
future development of the practice of CSR. Moreover, the response given by the
media, pressuring groups and other significant groups in the community cannot
be considered as a friendly and supportive action. It takes more than just a 30
second spots of TV commercial to build public trust and support. Detail
information gained from an open dialogue with various stakeholders will give a
better picture of how people think, hope, expect from corporation and its
action.
Penulis: Dyah Pitaloka
Kode Jurnal: jpkomunikasidd090068
