The Role of Public Relations in Promoting Sustainable Development Goals (SDGS) in Corporate Social Responsibility (CSR) Initiatives in Malaysia

Teoh, Ying Ying (2023) The Role of Public Relations in Promoting Sustainable Development Goals (SDGS) in Corporate Social Responsibility (CSR) Initiatives in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Today, public relations (PR) has become critically significant in promoting Sustainable Development Goals (SDGs) in Corporate Social Responsibility (CSR) initiatives, as it helps establish trust and credibility with stakeholders. The research problem arises from the limited understanding of how PR can be utilised to advance sustainable and socially responsible initiatives, as well as the influence of these initiatives on stakeholder relationships. Therefore, this study aims to elucidate the relationship between PR and SDGs in CSR initiatives, explore how PR can promote SDGs within CSR initiatives, and evaluate the impact of SDGs on CSR initiatives in Malaysia. Employing qualitative research methods, the study conducted semi-structured interviews and posed open-ended questions to 11 PR practitioners or practitioners in the relevant industry. The findings underscore the evolution of SDGs into a structured framework guiding CSR initiatives, offering corporations a comprehensive set of directives. Furthermore, the results reveal that both conventional and innovative PR practices play instrumental roles in promoting SDGs within CSR initiatives. Notably, the study identifies a positive influence of these initiatives on stakeholder relationships, encompassing various entities such as employees, customers, investors, and local communities. Keywords: Corporate Social Responsibility (CSR), Sustainable Development Goals (SDGs), public relations, stakeholder engagement, corporate reputation.