PRAKTIK PUBLIC RELATIONS DAN CORPORATE SOCIAL RESPONSIBILITY DALAM PERUBAHAN SOSIAL GLOBAL
Abstract
This paper tries to analyze the trends and patters working in public relations industry in term of
Corporate Social Responsibility (CSR). Recent literatures from the PR scholars state that this
field requires a broader approach in term of desaigning and implementing CSR rather than just
being a small part of management communication function. However, as Clark proposed (2000),
these activities should be integrated into the management function and become an important part
of management component of the modern public relations. It is true since there are more positive
opportunities in the implementation of social responsibility if it is integrated into the PR program
if the approaches being used allows the establishment of a stronger relationship between
organisation, stakeholders, and the public itself