THE IMPLEMENTATION OF COMMUNICATION ACOMODATION THEORY IN CORPORATE SOCIAL RESPOSIBILITY: INDONESIA CASE

Abstract

Corporate Social Responsibility (CSR) is compulsory in Indonesia. CSR, therefore, is one of corporate communication program, specifically in community relations. Each companies develope its strategy, implementation, and evaluation of CSR in several ways. This paper is evaluating the corporate social responsibility to explain it effectiveness. Theory used in this qualitative research is communication accommodation. The results explain that the effectiveness of CSR is depending on how the companies accommodate the community needs through communication. The CSR program will be succeeded and sustainable when it meets the community need. The understanding between community and company is uneasy to achieve because of the tendencies differences. However, both companies and community will reach their goals if there is a mutual understanding and convergences of thought which leads its attitude and behavior

Keywords

• Communication, Corporate Social Resposibily (CSR), Community Relations

References

1. Baskin, Otis, Craig Aronoff, & Dan Lattimore (1997). Public Relations, The Profession and The Practice, 4th ed, Boston: McGraw Hill
2. Barbaro, Geoff (2006). Defining Realities: Why Community Consultation Needs To Start With The Problem, Not The Solution, Journal of Communication Management, vol 10, 1, 44-56, http://proquest.umi.com/pqwdweb?index=52&sid=5&srchmode... accessed 20 Oktober 2008
3. Close, Angeline G. et.al. (2006) Engaging the Consumer Through Event Marketing: Linking Attendees with the Sponsor, Community, and Brand, Journal of Advertising Research, vol 46, 4, 420, New York. http://proquest.umi.com/pqdweb?index=37&sid=5&srchmode , accessed 20 Oktober 2008
4. Cupchink, Gerald (2001). “Constructivist Realism: An Ontology That Encompasses Positivist and Constructivist Approaches to the Social Sciences.” Forum Qualitative Research. Volume 2/1 February
5. Dowling, Graham R. (1994) Corporate Reputation Strategies for Developing Corporate Brand. London: Kogan Page Ltd.
6. Giles, Howard & Tania Ogay (2007), Communication Accommodation Theory, in Explaining Communication Contemporary Theories and Exemplars, Bryan B. Whaley and Wendy Samter (ed), New Jersey: Lea
7. Hatch, Mary Jo and Majken Schultz (2001). Are The Strategic Star Aligned for Your Corporation Brand?, Harvard Business Review, vol 79, 2, 128-135
8. Hatch, Mary Jo and Haridimos Tsoukas, (2001). Complex thinking, complex practice: The case for a narrative approach to organizational complexity, Human Relations, vol 54 (8): 979-1013:018452, The Tavistock Institute, London: Sage Publication

9. Jenkins, Christine, & Pam Baker, (2007) Engaging Employees in Community Investment at Pfizer, Corporate Reputation Review, vol 10, 4, 305-312, London. http://proquest.umi.com/pqdweb?did=1416859171&sid , accessed 20 Oktober 2008
10. Pearce, John A. and Richard B. Robinson, Jr. (2000) Strategic Management: Formulation, Implementation, and Control, New York: McGraw Hill/Irwin
11. Smith, Alan (2003). Community Relations: How an Entire Industry Can Change Its Image Through Proactive Local Communications, Journal of Communication Management, vol 7, 3, 254-265, London. http://proquest.umi.com/pqwdweb?index=1&sid=6&srchmode=.. accessed 20 Oktober 2008