CORPORATE SOCIAL RESPONSIBILITY FORMS OF SOCIAL RESPONSIBILITY AND CORPORATE CONCERN WITH SOCIETY

CORPORATE SOCIAL RESPONSIBILITY: FORMS OF SOCIAL

RESPONSIBILITY AND CORPORATE CONCERN WITH SOCIETY

Introduction

Corporate social responsibility (CSR) is a con- sep that organizations, especially companies,

have various forms of responsibility to all their stakeholders, including consumers,

employees, shareholders, communities and the environment in all aspects of the company's

operations which include economic, social and environmental aspects. Therefore, CSR is

closely related to "sustainable development", where an organization, especially a company,

in carrying out its activities must base its decisions, so that they are not solely based on their

impact in economic aspects, for example the level of profit or dividends, but must also

consider the social and environmental impacts arising from their decisions, both in the short

and long term. CSR can thus be said to be a company's contribution to the goal of

sustainable development, by means of impact management (minimization of negative

impacts and maximization of positive impacts) on all its stakeholders.

Concern for the surrounding community or community relations can be interpreted very

broadly, but in brief it can be understood as increasing the participation and position of the

organization in a community through various efforts of mutual benefit for the organization

and the community. Only in its development is also increasingly complex, along with the

dynamics of the environment that surrounds it. There are several things that affect the

relationship between the organization and its public as it happens in United States, namely

large companies such as Djarum Cigarettes, state-owned companies including PT Pertamina,

PT Telkom and PT Phapros and so on. Many companies now use external audits to ensure

the accuracy of the company's annual report which includes the company's contribution to

sustainable development, usually named the CSR report or sustainable report.

However, these reports are very broad in format, style and evaluation methodology (even

within the same industry). As a result, many critics say that these reports are merely "lip-

service", for example in the case of the CSR annual reports of tobacco companies and other

companies. However, with the development of the concept of CSR and the methods of

verifying the reports, the current tendency is thatThe result is an increase in the veracity of

the report's content. In any case, a CSR report or a sustainability report is an effort to

improve the company's accountability in the eyes of its stakeholders.

One of the publics that contribute to the formation of an organization's reputation is the

community. Thus, the community is understood as a group of people who have an interest

and are related to the existence of the organization, and seen from the geo- graphic in the

area around the organization (Grunig & Hunt, 1984: 243). Meanwhile, the existence of the

community is important for the continuity of the existence of the organization considering

that the community is a group of people who live in a certain geographical area, so that it

becomes part of the environment in which the organization is located.

Corporate Social Responsibility (CSR) is a growing discourse in the business or corporate

world. This discourse is used by companies in order to take a role in facing the economy

towards a free market. The development of the free market has formed world economic ties

with the formation of AFTA, APEC and so on. But all of this has encouraged companies

from various parts of the world to compete to provide good together to carry out their

activities in order to improve the welfare of the surrounding community.

If you look at the results of the Earth Summit in Rio de Jeneiro Brazilia 1992, agreed to

change the development paradigm from economic growth to sustainable development. In the

perspective of the company, sustainable development is a program as an impact of the

efforts that have been initiated, based on the concept of partnership and partnership from

each stakeholder. There are five elements that make the concept of sustainability important,

namely: 1) availability of funds, 2) environmental mission, 3) social responsibility, 4)

implemented in policy (community, corporate and government), 5) has profit value (Idris,

2005).

Although many CSR proponents separate social donations from good deeds, social

donations are actually only a small part of CSR. Companies in the past have often spent

money on community projects, scholarships and the establishment of charitable foundations,

but they have also often advocated for charitable giving and encourage its employees to

volunteer to take part in community projects, thereby creating goodwill in the eyes of the

community, which will directly improve the company's reputation and strengthen the

company's brand. With the acceptance of the concept of CSR, especially the triple bottom

line, companies have a new framework in which to place social activities.

CSR is not just a charitable activity but requires a company to make decisions that are truly

beneficial, so that they take into account the impact on all stakeholders, including the

environment. This requires the company to create a balance between the interests of various

external stakeholders and the interests of shareholders, who are one of the internal

stakeholders.

According to David C. Korten, business over the last half century has become the most

powerful institution on the planet. The dominant institution in any society must take

responsibility for the common good, so that every decision made, every action taken must be

seen in the framework of this responsibility. According to the Word Business Council for

Sustainable Development (WBCSD), a global association of around 200 companies

specializing in sustainable development, CSR is an ongoing commitment by businesses to

act ethically and contribute to the economic development of their local communities and

society at large, while improving the lives of their employees and their families.

The Millennium Poll on CSR (1999) conducted by Environics International (Toronto),

Conference Bosrd (New York) and the Prince of Wales Business Leader Forum (London)

among 25,000 respondents from 23 countries showed that in forming opinions about

companies, 60% said that business ethics, practices towards employees, impact on the

environment, which are part of corporate social responsibility (CSR), play the most

important role. Another 40% say that corporate image and brand image influence their

impression the most. Only a third base their opinion on funda- tional business factors mental

factors such as financial factors, company size, company strategy or management. However,

the attitude of consumers towards companies that are considered not to do CSR is to want to

punish 40% and 50% will not buy products from the company concerned and or talk to

others about the shortcomings of the company (Chrysanti Hasibuan-Sedyono).

The negative events that have befallen a number of companies in United States, especially

after re-formation, should be a valuable lesson for company owners, so that company

management gives better attention and responsibility to the community, especially around

the company's location. Therefore, the survival of a business is not only determined by the

level of profit, but also the company's social responsibility. In fact, what happens when

many companies are protested, blasphemed, and even destroyed by the community around

the factory location.

However, if examined further, this could be one of the causes, due to the lack of attention

and responsibility of company management and owners towards the community and the

environment around the company's location. In fact, investors only reap profits and exploit

the natural resources in the area without paying attention to environmental factors. In

addition, there are many cases that almost no company profits are returned to the

community, instead what happens is that the community is marginalized in its own area.

Discussion

Systems Approach in Public Relations

The systems approach is believed to be able to explain the interdependence of organizations

with their environment in carrying out activities to achieve goals. According to Kreps (1986)

there are at least four important implications of the systems approach to understanding

organizations. The first implication is that interdependence shows that one part and another

part are interconnected. However, to achieve effective organizational work, all functional

parts must be coordinated through communication, so that communication activities are used

to share information and persuade each other to work together.

The second implication, in a systems approach, shows how openness brings implications for

organizations to be aware of environmental changes. The third implication, based on the

micro and macro analytical frameworks, shows that there are several organizational levels

within the organization itself. The micro analysis focuses on the internal workings of the

organization, while the macro analysis is more about the organization's relationship with its

environment. This has significance for internal and external communication channels and

how they are used together. The fourth implication shows that organizations are not static,

but dynamic due to adaptation and innovation in organizations. In fact, organizations need to

be flexible and adapt to environmental changes. This is where information exchange occurs

through external channels of communication.

However, the systems approach adopted in the discussion of public relations in the macro

level is very much related to how the organization interacts with the environment that

surrounds it. In fact, the practice of public relations is influenced by how the organization

interacts with its environment, in this case with its stakeholders. To see this, there are two

system approaches that can be used, namely the open system approach and the closed

system approach.

In a closed system approach, the organization views the public not as a direct part of the

organization, but between the two there is an impenetrable barrier. While the needs,

expectations and opinions of the public are not taken into consideration in decision making,

on the contrary, the public is used as an organizational object. Therefore, the interaction is

unidirectional, namely, from the organization to the public. In organizations like this, public

relations function more as a mouthpiece of the organization to convey information from the

organization to the public and not the other way around. Only public re- lations programs are

created to shape the image in accordance with the will of the organization and are aimed at

maintaining the status quo. Public relations in this case is as an executor of organizational

policy and is not involved in making it, so the technical role is ultimately more dominant.

Meanwhile, in the open system approach between the organization and the public is

considered to have no impenetrable separation boundaries. This approach radically tries to

change the view in a closed approach, by placing the public as part of an organization that is

not separated. Therefore, the organization sees the pub- lik as part of the organization that

determines the life of the organization, so that the organization seeks to know the needs,

expectations and public opinion related to the organization, which is then used as input and

consideration in making organizational decisions. Thus, organizational policy is actually the

result of mutual agreement from both parties.

In an open system, the role of public relations is as a facilitator of communication between

the organization and its public, so that in its function it helps the organization to explore and

map public opinion which then conveys it to the organization. Vice versa, that public

relations helps convey and socialize organizational policies to the public. However, if self-

adjustment occurs on both sides, both the organization and the public as a result of mutual

agreement.

Meanwhile, in carrying out this function, public relations ultimately does not only act as a

policy executor or technician, but rather public relations carries out more managerial roles

by providing input to management and being involved in the policy-making process. So

public relations can help organizations prevent crises by providing input for the changes

needed by the organization, as well as directing programs to change the si-cap and public

behavior, so that the nature of public re- lations is more proactive efforts than reactive.

In relation to Corporate Social Responsibil- ity, the open system approach is believed to be

able to empower its public, considering that the public is placed in a balanced position,

interdependent and not dominating each other. The open system approach in relation to

corporate social responsibility is developed more specifically into a communitarian approach

(Wilson, 2001). This approach emphasizes that the rights of each party are recognized, but

the implementation is accompanied by a sense of responsibility. No one party will be

sacrificed to fulfill the rights of another party, but each develops a sense of responsibility.

To identify this Bellah (in Wil- son, 2001) has four values that form the basis of

communitarian relationships. First, the combination of individual values and the rejection of

various forms of domination with the fact that a quality overall community is a prerequisite

for quality individuals and organizations. Second, the value of solidarity in this case is that

one party exists because of the organization's relationship with the other party. The third

value is the commu- nitarian relationship which is a counterweight to the existence of

diverse individual and organizational membership. The fourth value is participation in the

community, which is both a right and a responsibility. However, the relationship will be

good when all members of the community, both individuals and organizations, participate in

the community and the organizations within them participate in supporting the community

and helping to solve various problems faced together.

Corporate Social Responsibility and Organizational Social Responsibility

Corporate Social responsibility according to the World Business Council on Sustainable

Development is the commitment of a business or company to behave ethically and

contribute to sustainable economic development, while improving the quality of life of

employees and their families, local communities and society at large. Another definition of

CSR is a company's responsibility to adapt to the needs and expectations of its stakeholders

with respect to ethical, social and environmental issues in addition to economic ones (Warta

Pertamina, 2004). Corporate Social Responsibility (CSR) as part of public relations is a form

of organizational responsibility. As stated by Bernays (in Grunig & Hunt, 1984), "Public

relations is the practice of social responsibility". This is also supported by the results of

Gildea's research (in Daugherty, 2001) which shows that respondents place business

practices, support for the community and treatment of employees as important indicators of

organizational social responsibility. However, Buch-Holz (in Daugherty, 2001) chose to use

the term public responsibility to replace social responsibility. According to him, public

responsibility relates to the goodwill of the organization to be actively involved in various

public issues, even though they are not directly related to the interests of the organization.

This involvement may begin with identifying and researching public issues, but the goodwill

to discuss them in the public arena and the ability to cooperate with other parties in the

public arena are also important solve the problem at hand.

In an effort to realize its social responsibility, the form of public relations contribution is

done through the functions carried out (Grunig & Hunt, 1984; 443), namely, internal

reporting and exter- nal reporting. Through internal reporting, public relations acts as a

provider of input to management based on public opinion about organizational behavior that

is considered responsible or not. However, specifically public relations carries out a process

referred to as issues management, which is the capacity to understand, mobilize, co-ordinate,

and direct all stra- tegic and policy planning functions, and all public af- fairs/public

relations skills towards the achievement of one objective: meaningful participation in the

creation of public policy that affects personal and institutional destiny (Chase, 1984).

While external reporting from public re- lations can take the form of social reports and

social au- dit. Social report contains a report on the organization's contribution to its public.

This report includes, among others, community relations activities, employee participation

in community activities, environmental conservation, equal opportunities for women and

minority groups and other social activities. Meanwhile, social audits look at social

responsibility based on financial calculations that are used for the public interest. This is

usually done by external consultants.

Corporate Social Responsibility

Corporate Social responsibility according to the United States CSR study group is a serious

effort from a business entity, to minimize the negative impact and maximize the positive

impact of its operations on all stakeholders in the economic, social and environmental

domains in order to achieve sustainable development goals. Implicitly, this definition means

inviting companies to be serious in their efforts to provide benefits for their presence for

mankind today. Minimizing negative impacts is part of the effort to provide benefits in the

future.

According to Philip Kotler, CSR is said to be discretionary, which in a broad sense means

something that needs to be done. If not done, it will be self-defeating, but this is not a

regulation that is required (currently in United States it is required through the Company

Law). According to the World Business Council for Sustainable Development, CSR is not

just discretionary, but a commitment that is a necessity for good companies to improve the

quality of life. Philosophically, if a company strives to be useful to mankind, it will certainly

continue to exist in the long run.

In providing benefits, companies need to have priorities and strategies. One important

priority is the existence of the company itself, to maintain sustainable business institutions

(the ability to generate long-term profits). This will certainly be a strategic goal, especially

since the ability to generate long-term profits will only be realized if the company's presence

can be useful and supported by stakeholders. Stakeholder support will be realized if negative

impacts on the socio-economic and environmental domains can not only be minimized but

can also have a major positive impact on stakeholders.

However, CSR programs that include poverty reduction, environmental preservation and

sustainable economic development are part of the company's sustainable development

efforts. They help companies to improve financial performance and access to capital,

increase corporate age and sales/services, maintain quality of work, improve decisions on

critical issues and handle risks more efficiently and reduce risk long-term costs. Some may

disagree with the statement that social responsibility is linked to corporate profits. Therefore,

there is nothing wrong if CSR can also be interpreted as an investment, which means that in

making an investment, the company will assess the return it will get. Thus, CSR can be

interpreted as a corporate responsibility (business entity) to stakeholders and shareholders.

Petkoski and Twosw (2003), CSR as a business commitment that plays a role in supporting

economic development, working with employees and their families, local communities and

society at large to improve their quality of life in ways that benefit business and

development. In the European Commission's Green Paper, it is stated that most definitions

of corporate social responsibility refer to a concept of integrating social and environmental

concerns into the company's business operations and voluntary interactions between the

company and its stakeholders. There are at least two things associated with corporate social

responsibility, namely social and environmental considerations and voluntary interactions

(irianto, 2004).

In the principle of responsibility, significant emphasis is actually given to the interests of the

company's stakeholders. The company is required to pay attention to the interests of the

company's stakeholders, create added value from products and services for the company's

stakeholders and maintain the sustainability of the added value it creates. Meanwhile,

company stakeholders can be defined as parties with an interest in the existence of the

company. These include employees, consumers, suppliers, the community, the surrounding

environment and the government as a regulator.

Even so, CSR as a corporate idea is no longer faced with responsibilities based on a single

bottom line, namely corporate value reflected in its financial condition alone, but corporate

responsibility must be based on triple bottom lines. This is where other bottom lines besides

financial are also social and environmental. Because financial conditions alone are not

enough to guarantee the value of the company to grow sustainably (sustainable), then the

company will only guarantee if the company pays attention to the social and environmental

dimensions. Therefore, it has become a fact how the re- sistence of the surrounding

community in various places and how the company's social and environmental dimensions

are not always considered time comes to the surface against companies that are considered

not paying attention to social, economic and environmental aspects (Idris, 2005). However,

for companies that do have a good reputation generally enjoy six things. First, good

relationships with community leaders. Second, a positive relationship with the local

government. Third, less risk of crisis. Fourth, a sense of pride in the organization among

target audiences. Fifth, mutual understanding between internal and external target audiences.

Sixth, increasing the loyalty of company staff (Anggoro, 2002).

CSR itself is part of the community relations program, which is the task of public relations,

so that the implementation of social responsibility can be interpreted as "an institu- tion's

planned, active, and continuing participation with and within a community to maintain and

enhance its environment to the benefit of both the institution and the community" (Baskin,

1997). There are at least three dimensions of organizational relations with the public that are

part of community relations, namely com- munity investment involvement, and community

commitment (Ledingham & Bruning, 2001).

However, there is an interdependent relationship between organizations and communities, as

stated by The Community Relations Section of Champion International Corporation's Public

Affairs Guide: We are important to those com- munities. Our payroll may be the bulwark of

the area's economy. The taxes we pay support local schools and government. Our voluntary

contributions, both financial and in the form of employees' personal services, help the

communities grow and prosper. And these communities are important to us. Without public

acceptance, no industry can realize its full potential is essential and must be earned (Grunig

& Hunt, 1984).

So the interdependence motivates organizations to design community relations programs.

According to Grunig and Hunt (1984), community relations programs can be divided into

two types. The first type of program is a program that focuses on activities to assist

organizational communication with local community leaders. Meanwhile, the second

program focuses on activities that involve the organization in community activities, such as

supporting the education process and schools or making donations to local organizations.

Community relations program implemented to achieve several objectives (Cultip, Center &

Broom, 2000). First, providing information to the community about the organization itself,

the products it produces, the services it provides and the activities it carries out. Second, to

correct misunderstandings and respond to public criticism along with efforts to garner

support and positive opinions. Third, obtaining legal support that will affect the working

climate of the community. Fourth, find out the knowledge attitudes and expectations of the

community. Fifth, support health, education, recreation and cultural activities. Sixth, get

good recognition from the local government. Seventh, help develop the local economy by

purchasing goods from the local area.

The achievement of community relations goals will be influenced by the way the

organization views and treats its community. In this case, the role of public relations in the

organization becomes important. Wilson (2002) identifies four important activities that a

public relations person needs to carry out. First, helping the organization so that leaders see

the importance of community relations and see the importance of the organization's role in

the community. They need to convince the organization of its responsibility to be involved

in community development and prosperity efforts. This responsibility to improve the quality

of life of the community is necessary, not because it will bring profit, but because it is the

moral responsibility of the organization.

The second role of public relations is to help organizations realize that the community does

not only consist of investors (Stoke- holders), but they also consist of stakeholders, namely

employees, consumers, competitors, material suppliers and other public groups with whom

relationships need to be developed. Furthermore, since this perspective that emphasizes the

need for relationships with the community is new, there has not been much evaluation of it.

Here, the third role of public relations is to convince the organization that the evaluation of

the organization's success is not only in financial terms, but also in terms of the application

of the organization's social responsibility and the acceptance of the community. Finally, the

fourth role is to develop the organization's culture and values, including instilling them in all

members of the organization, which ensures good community relations.

The role of public relations is in line with Baskin and Latimore's (1997) opinion on the

function of public relations in organizations include: First, the management function. To

carry out this function, PR provides input to management in the formulation of the mission,

vision, goals and policies of the organization based on the results of public opinion

exploration and assists the organization in making necessary changes, especially in times of

crisis. This is based on two things, namely 1) PR monitors and explores public opinion so

that it can then represent public interests and predict public reactions to organizational

policies, and 2) PR functions to communicate organizational policies to the public.

Second, the communication function. As a communication function PR can be seen from

four things, namely communication skills or expertise that need to be owned by public

relations, work activities that are usually carried out, systems that are formed and

operationalization of the use of systems that have been formed and operationalization of the

use of systems that have been formed include: 1) basic communication skills. There are at

least three basic skills that a public relations person needs to have, namely the ability to

listen, write and speak, both in the context of organizational communication and speaking in

front of the public. In addition to these three things, to carry out a managerial role, a PR

person also needs to have the ability to conduct research, compile plans and evaluate

research results. 2) PR includes various work activities related to the communication process

such as producing releases, company profiles, or internal magazines, including campaign

programs to create awareness of certain issues or to create a positive image of the

organization. 3) PR plays a role in building a communication system such as a system for

collecting information from the public, forming groups of people or communities to get

input, or by establishing good relationships with editors and journalists. 4) PR is related to

the activity of utilizing existing communication systems.

Third, the function of influencing public opinion. In PR activities, there is a lot of contact

with public opinion. There are at least three things that public relations can do, namely; 1)

PR helps organizations to build relationships with the public. 2) Public relations interpret

public opinion and convey it to the organization as input. 3) When talking about public

opinion, one of the things that the public highlights is the issue of social responsibility, so

that publicrelations help organizations realize social responsibility through its programs.

In connection with the management function, Hutapea (2000) explains that PR is a

management function to help enforce and maintain mutual rules in communication, in order

to create mutual understanding and cooperation between the institution or company and its

public. In addition, it assists management in responding to public opinion, organizing and

emphasizing management's responsibility in serving the interests of the community, helping

to monitor acting as an alert system and being on guard in the face of various bad

possibilities, and using research with effective and persuasive communication techniques to

achieve all of that.

In a business environment that is constantly changing and evolving according to the

dynamics of the organization, public relations must be placed on a higher platform. The

needs of a growing company are not only to develop products or services, but must do more

to foster positive and consistent relationships with the parties involved with the organization.

Therefore, in order to develop and function optimally public relations must be supported by

various parties (Octavia, 2003).

Management and Implementation of Corporate Social Responsibility

According to Idris (2005), the real substance of the existence of CSR is in order to

strengthen the sustainability of the company itself in a region, by building cooperation

between stakeholders facilitated by the company by developing programs for the

development of the surrounding community. Therefore, in terms of the company's ability to

adapt to its environment, the community and stakeholders associated with it, both local,

national and global. It is expected that the development of CSR to the future should refer to

the concept of sustainable development.

The principle of sustainability emphasizes growth, especially for the poor in managing their

environment and the ability of institutions to manage development, and the strategy is the

ability to integrate economic, ecological and social dimensions that respect ecological and

socio-cultural diversity. Then in the development process, three core stakeholders are

expected to fully support, including, company, government and society.

In implementing CSR programs, the three elements above are expected to interact and

support each other. Therefore, the active participation of each stakeholder is needed in order

to create synergy, to realize a comprehensive dialogue. However, with the active

participation of stakeholders, it is expected that decision-making, implementation and

accountability of CSR implementation will be shared. Only in terms of viewing and

responding to CSR in the future, there needs to be a series of studies and socialization within

the company from all departments.

At least to equalize perceptions among actors and policy makers within a company, the

current paradigm of corporate management, both at the local and global levels, is not

necessarily understood by managers and policy makers in one company, so that the

understanding of the discourse and implementation of CSR varies and will automatically

experience obstacles internally in the company.

In the implementation of CSR, public relations (PR) has an important role, both internally

and externally. In the context of the formation of the company's image, it can be said that

publicrelations is involved in all areas of discussion above. Starting from fact finding,

planning, communicating to evaluation. So when we talk about CSR, we are also talking

about the public relations (PR) of a company, where CSR is part of commu- nity relations.

Therefore, CSR is basically a PR activity so that the steps in the PR process also color the

steps of CSR. According to Kelly (2001), there are five managerial stages, namely research,

goal setting, program development, implementation, evaluation and ending with mentoring.

Furthermore, these stages can be explained as follows (Cultip et al, 2000 & Kelly, 2001).

Community relations is a planned activity of an organization. According to irianto (2004)

there are two approaches taken by public relations. First, in the old PR concept that positions

the organization as a donor, the community relations program is only part of the action and

communication in the PR process. If based on fact-gathering and problem formulation it is

found that the urgent problem is to deal with the community, then in the planning will be

prepared community relations program, which will be followed by a community relations

program.

It is carried out through action and communication. Second, considering the community as a

partner and the concept of community is not just a collection of people who live around the

organization's area of operation, communi- ty relations is considered as a separate program

that is a form of organizational social responsibility.

By using the stages of the cyclical PR process, CSR programs and activities are carried out

through the following stages. In this stage, public relations conducts research to obtain

existing facts related to the organization. There are at least three things that need to be

identified, namely, first, the internal conditions of the organization, including identification

and evaluation of organizational policies, activities and products (goods and services)

produced, as well as organizational expectations of the community. There are at least five

organizational expectations of the community, namely good service from local government,

clear and fair tax rules, a comfortable environment for employees to work, support for the

workforce and ultimately support for the business and its products. Second, the facts that

exist in the public, in this case the identification of the community. Third, analyze the

opportunities associated with building good community relations. Fourth, based on the facts

obtained then public relations identify the main problems or major issues related to

community relations.

Planning stage. Based on the identification of problems and the findings of existing facts,

public relations determines short-, medium- and long-term goals. To achieve these goals, a

community relations program is formulated, which basically consists of two types of

programs, namely communication programs and organizational stability programs in the

community. Planning is a forecast based on facts and information about something that will

materialize or happen later. However, to realize what is predicted, a program is made, and

each program is usually filled with various activities. Activities as part of the program are

the steps taken to realize the program in order to achieve the goals that have been set.

Action and communication phase. In this stage, two strategies were developed, namely,

action strategies related to program implementation, changes needed to achieve the goals set.

Second, a communication strategy that deals with efforts to communicate the program.

Public relations is basically a two-way communication process that aims to build and

maintain an organization's reputation and image in the eyes of its public. Therefore, in CSR

programs, there is always an aspect of how to structure the message to be conveyed to the

community and through the media to convey the message and get input from the

community.

Meanwhile, the action in implementing the planned program is basically the same as

implementing any program. For example, when the education and skills training program is

implemented, there must be a room for both the delivery of theory and a workshop as a place

of practice. This is where the action of education and training is carried out, but of course

there is communication that explains why the program is being carried out, and the issue of

the organization's social responsibility to its community so that it chooses to carry out the

activity program. In this way, it is hoped that the community will develop a positive view of

the organization so that the reputation and image of the organization will be good.

Evaluation stage. Evaluation is a must at the end of each program or activity to determine

the effectiveness and efficiency of the program. According to Cul-tip, Center and Broom

(2000) the evaluation process can be carried out at three stages of the public relations

process, namely, 1) the preparation stage, such as evaluating the completeness of

information related to the community, the choice of media, and the preparation of messages.

2) the implementation stage such as the number of participants, the number of messages

delivered and the frequency of activities. 3) the resulting impact such as changes in attitude,

behavior or social changes that occur. Based on the results of this evaluation, it can be

known whether the program can be continued, stopped or continued by making some

improvements and refinements. However, in the context of community relations, evaluation

is not only carried out on the implementation of programs or activities, but also evaluates the

attitude of the community towards the organization. Therefore, evaluation of public attitudes

is necessary because community relations, although a form of organizational social

responsibility, is still a public relations activity.

Mentoring stage. The community relations program is an ongoing program, so in this case

public relations needs to do the following. First, always Inform the community of the latest

developments in the organization, such as presenting the annual report or the organization's

latest policies that impact the community. Second, develop reciprocal communication that

allows the community to express their opinions and receive feedback. Third, regularly make

contact with the community to maintain and foster good relations, such as by attending

regular community meetings or inviting the community to organizational activities.

The stages of public relations management can be described as a cycle of organizational

relations with an active public. The results of the evaluation accompanied by the mentoring

process will produce inputs for the formulation of the next public relations program.

Conclusion

Corporate Social Responsibility (CSR) is a growing discourse in the business or corporate

world. This discourse is used by companies in order to take a role in facing the economy

towards a free market. However, in reality, CSR is not necessarily practiced by all

companies. Some are successful in providing real material to the community, but in the

public sphere the company's name fails to attract people's sympathy. This is because CSR is

practiced in a haphazard manner and is not supported by a good concept. Actually, the

substance of CSR is to strengthen the sustainability of the company itself in a region, by

building cooperation between stakeholders facilitated by the company by developing

programs for the development of the surrounding community. However, to understand

community re- lations, it needs to be seen from various levels of analysis. At the macro

level, community relations is seen from organizational relations as a system that is related

and interdependent with other systems. Social, economic, political, legal and cultural aspects

will affect the existing relationship pattern. Therefore, organizational reputation is not only

seen in terms of how much profit is obtained, but also seen from the aspect of organizational

social responsibility in the form of corporate social responsibiity, community investment,

community involvement and community commitment.

From this meso level (planning based on established policies) is shown that community

relations activities will not be separated from the organization's understanding of the role of

public rela- tions. However, the position of authority and functions carried out in the

organization will affect the practice model that is carried out. While at the micro level

related to the individual actors, commu- nity relations will be influenced by the competence

of the actors which has implications for the roles played, whether managerial or technical

roles. Corporate social responsibility, which is part of community relations, will provide

long-term benefits, if placed as part of the organization's grand strategy. Therefore, criticism

of CSR will lead to an excuse where the company's business is ultimately blamed. For

example, there is a belief that CSR programs are often undertaken as an attempt to distract

the public from the ethical concerns of the company's core business.