Internal stakeholder contribution to CSR in Kuwaiti organizations:

Document Type : Original Article

Authors

1 Associate professor at Kuwait University – Mass Communication Department

2 National Council for Culture, Arts and Literatures

Abstract

Most public relations(PR) research oncorporate social responsibility
(CSR)focuses on the significance of external stakeholders, mainly
investigating consumer perceptions and societal pressures. This study
examinesthe CSR contribution of internal stakeholders in Kuwaiti
banks and telecommunications companies in terms of their inclusion
indecision-making, expressing opinions, and providing
feedback.Employing stakeholder theory and based on 12 in-depth
interviews with PR managers, the findings suggest that many of the
practitioners are well-informed and passionate about CSR but believe
that their contribution is being limited by top management. The
findings alsorevealed that the C-Suite is the most contributing internal
stakeholder while employees, owners, shareholders, and board
members are greatly absent in their input. Intervention from top
management, the absence of internal guidelines and routines, the
personal role of PR managers, the lack of dialogic communication and
employee contribution are the most apparent barriers to better
management of CSR.The findings provide implications for both CSR
theory and practice in discussing the significance of dialogic
communication, the inclusion of employee voice, and the ability of
PRto independently lead CSR. Suggestions for PR practitioners are
presented in the context of the findings.
 

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