South Africa’s bold and unique experiment in CSR practice

Abstract

Purpose The purpose of this study is to describe the current practice of corporate social responsibility (CSR) in South Africa, its linkage to corporate social investment (CSI), the impact of new Black Economic Empowerment (BEE) legislation and the contribution that South African public relations practice can have on the development challenges facing the continent of Africa. Design/methodology/approach Empirical data and reports drawn from various industry and evaluative sources is interpreted in the context of key contemporary elements of practice. The last part of the article provides a theoretical discussion of the public relations role as a “change” agent in South Africa and for the continent of Africa as a whole. Findings The South African Government’s prescriptive stance on transformation and BEE has thrust the reconsideration of CSR onto every corporate agenda in South Africa. With set targets and expenditure requirements, CSI has become a performance-driven pursuit among businesses seeking to improve their overall BEE scores. At the Pan-African level, a generic model of African public relations with a strong developmental focus is required for the education and training of public relations professionals. Research limitations/implications African public relations practice challenges accepted normative approaches in the conceptualisation of a sustainable new global model of the profession. More research will be needed to show how the African humanist approach might impact on the debate about the political, social and economic relevance of the profession in society and the reputation of the profession worldwide. Originality/value This study provides historical context for recent developments in public relations in South Africa, providing insights into the direction of the development of public relations practice in Africa.

Corporate social responsibility disclosure: Evidence from BRICS nations

“…Currently, the corporate charters of most companies in South Africa allow them to make donations (Sharlene, 2012). In 2003, the Black Economic Empowerment Act (BEEA) was enacted to ensure the equitable distribution of resources and improve the plight of the disadvantaged (Gary & Chris, 2016).…”

Multinational enterprises perceptions of the national corporate social responsibility priority issues in South Africa

“…CSR in South Africa is interesting and offers a unique perspective in comparison to CSR in other countries (Mersham and Skinner, 2016). From a historical context, CSR activities in South Africa can be categorised as pre-1994pre- and post-1994pre- (Ramlall, 2012.…”

“…For example, the South African Government introduced the Broad Based Black Economic Empowerment Act (BBBEE Act) No. 53 in 2003 to transform the economy (Mersham and Skinner, 2016).…”

“…The way in which CSR is understood and implemented in South Africa today is linked to the country's colonial and apartheid (segregationist) legacy, and the part that corporate firms have played (Hamann, 2009). In South Africa, there is a different label and meaning attached to CSR which is called "Corporate Social Investment" (Hinson and Ndhlovu, 2011;Mersham and Skinner, 2016). Kingsley (2013) states that corporate social investment (CSI) is a narrower interpretation of CSR.…”

“…Jamali ( 2014) points out that the decision of which CSR activities to implement in a particular country is strongly influenced by the socioeconomic situation of that country. South Africa has a number of socioeconomic issues that impact the CSR landscape in the country (Mersham and Skinner, 2016). The 2013 Grant Thornton international business country report on South Africa indicates that high levels of unemployment, crime, rampant public sector corruption and a shortage of skills posed serious developmental challenges for the country.…”