1. MediAsia2010 - Ideally CSR is a model of business with built-in and corporate regulated policy focused on the public interest and profit.  It is about constructing a communicative relationship between corporate and its responsibility through activities relevant to its environment, communities, employees, stakeholders and all public sphere.  From a communication perspective, it involves 3P as people, planet and profit. It is definitely not a new issue in western countries for the yell of global warming issue and how those big giants play their roles in saving the globe.This paper is particularly exploring the conduct of an international brand of hand phone company in the country.  The focus will be on the practice and impact of CSR on the society and environmental issue through its operations, offerings and interactions through a PR campaign in the country.  It is also to determine CSR can be used as a tool and means to enhance the company’s corporate image and to use as a marketing strategy which would create an engagement between the public and the brand.  As such, this paper is to determine the overall coverage of 3P’s in CSR.

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MediAsia2010 - The Asian Conference on Media and Mass Communication 2010

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