Corporate social responsibility as an invention of public relation: A case of Econet and National Railways of Zimbabwe (NRZ)

Abstract

This article examines the relationship and relevance of CSR and PR at Econet and NRZ in Zimbabwe. It

focuses on how CSR can be perceived by people, especially in Zimbabwe as an invention of PR. CSR

which is modern PR is guided by reciprocity between the corporations and their publics in an effort to

create mutual understanding and goodwill between corporations and their publics. The study is based

on two corporations namely, Econet and NRZ, whose business is immensely influenced by PR and CSR

programs, which operate as effective communication strategies with their stakeholders for

organisational success. PR is the core of the two corporations in Zimbabwe, essentially suitable for

creating corporate citizenship to maximise profit. The study would be informed by four theories namely

Carroll’s model of CSR, two-way symmetrical models, open systems approach and public opinion.

Further, the study applies triangulation through the use of both qualitative and quantitative research

methods to obtain information for reality and validity purposes. There is a vast need, to trace PR

activities in CSR, from the initial planning stage, to determine whether these activities tally well with the

corporate goals and objectivities, in serving the public, in a bid to create mutual understanding with the

corporation. In this context, the question often asked on whether CSR programs are more than just a

mere manoeuvre through which companies aim to acquire a positive public image, beat competition

and run high, can be contested. We argue that CSR can be considered to be a new solution identified by

the PR department, to improve the image of the organisation by appealing to the sentimental side of the

public, in solving social problems. In Zimbabwe, the PR departments at Econet and NRZ, initiate and

execute duties similar to what was observed by Clark (2000). He argued that CSR