CORPORATE SOCIAL RESPONSIBILITY AS PUBLIC RELATIONS TOOL IN THE COMMUNICATION INDUSTRY

The research was on the thrust to examine Corporate Social Responsibilities as PR Tool in Telecommunications Industry in Nigeria with a specific focus on MTN Benin City. It has been established that the role of public relations in an organization cannot be easily fathom especially in helping corporate organisation like MTN to be socially responsible. The research was anchored on System Theory and Situational Theory. The study adopted survey research method coupled with questionnaire that was administered to the respondents to elicit responses. The researcher employed multistage sampling technique to select 400 respondents in four local governments of Edo state (Oredo, Ikpoba-Okha, Ovia South-West and Ihunmwonde) and staff of MTN Benin, using accidental sampling technique. The data collected were analysed using frequency and percentage method. Findings show that MTN CSR score card is below average as many of the respondents emphasised that they neither benefited from MTN CSR nor their communities gain from MTN CSR, although, they agreed that most of MTN CSR programmes and activities they have seen cut across, education, sport and cultural promoting. It is recommended that organizations who are yet to be socially responsible should as a matter of responsibility design and device ways that this will be integrated into their philosophy or core values while meaningful amount of money should be earmarked time to time to take care of corporate social responsibility activities and programmes.

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