International Journal of Research in Education Humanities and Commerce

Volume 04, Issue 05 "September - October 2023"

ISSN 2583-0333

ASSESSING PUBLIC RELATIONS STRATEGIES AS A VERITABLE

TOOL FOR PROMOTING CORPORATE SOCIAL RESPONSIBILITY
IN SOUTH-SOUTH NIGERIA

NWANMUOH EMMANUEL EJIOFO

Department of marketing
University of Nigeria, Enugu Campus.

FRANCISCA TOCHUKWU UDU

Department of music
University of Nigeria, Nsukka

https://doi.org/10.37602/IJREHC.2023.4505

ABSTRACT

This article examines the level of public relations strategies as a tool for promoting corporate
social responsibility in South-South Nigeria. The danger signals are heightened with the
growing militancy and open resistance by the various youths of the communities in the region
against the management of the oil companies and the governments over the problems they are
suffering owing to pollution from spills. On the contrary, these communities have been set back
by economic underdevelopment and environmental degradation particularly, as a result of
natural resource exploitation. Similarly, the interests of the nation have also been jeopardized
as a result of the profits-driven approach which has so far marked the attitude of operating
companies. Unfortunately, the youths exploited this opportunity to express their militancy,
which resulted in pipeline destruction and kidnapping of foreign workers. Therefore, the main
question of the research is how a quantitative model can be designed to measure the level of
public relations strategies as a tool for promoting corporate social responsibility in South-
South, Nigeria. The sub-questions organizations include: how to identify dimensions and
components of corporate social responsibility, and how to design a quantitative model to
measure social responsibility in South-South Nigeria. In order to answer the research questions,
hypotheses were set. Then, indicators were determined and questionnaires were prepared in
regard to the research objectives and questions. After recollecting the questionnaire, two
methods descriptive and inferential were applied and data from the questionnaire were
analyzed to approve or reject the hypotheses

Keywords: public relation strategies, corporate social responsibility, South-South, Nigeria.

1.0 INTRODUCTION

Public relations today is a complex profession practical by hundreds of thousands of people

around the world. Some public relations professionals are employed by a single organization.
Others work for public relations firms that have many organizations as clients. Public relations
people work for business, government agencies, professional and trade associations, non-profit
charities, schools and universities, hospitals and many more. Public relations practitioners are
becoming strategic counsellors who are less preoccupied with publicity in the mass media than
their predecessors. Public relations practitioners are most likely to help members of publics
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International Journal of Research in Education Humanities and Commerce
Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

construct positive images about the organization when they counsel the organization to behave
in ways that people outside the organization want. In other words, sophisticated public relations
practitioners now understand that they must serve the interest of the people affected by
organization, if they also are to serve the interests of the organization that employ them.

Corporate social responsibility (CSR) also called Corporate Conscience, Corporate

Citizenship, Social performance, or Sustainable responsible business (wood, 1991) is a form
of corporate self-regulation integrated into a business model. Corporate social responsibility
policy functions as a built in, self-regulating mechanism whereby business monitors and
ensures it active compliance with the spirit of the law, ethical standards, and international
norms. The purpose of CSR is to take responsibility for the actions of a company and promote
a positive impact through its activities on the environment, consumers, employees,
communities, stakeholders and all other members of society. In addition, CSR-minded
companies actively promote the public interest by encouraging community growth and
development and voluntarily eliminating practices that harm the public, whether legal or not.
CSR is about consciously incorporating the public good into corporate decisions that represent
the core business of a company or enterprise, and recognizing the triple return: people, planet
and profit. Social accounting emphasizes the notion of corporate accountability. Crowther
(2000) defines social accounting in the sense as “an approach to reporting a firm’s activities
which stresses the need for the identification of socially relevant behaviour, the determination
of those to whom the company is accountable for its social performance and the development
of appropriate measures and reporting techniques”.

Corporate social responsibility may be based within the human resources, business
development or public relations departments of an organization (Corporate Social
Responsibility and Ethical 2008), or may be given a separate unit reporting to the Chief
Executive Officer (CEO) or in some cases directly to the board. Some companies may
implement CSR- type value without a clearly defined team or programmes. In terms of human
resources, a CSR programme can be an aid to recruitment and retention (Bhattacharya, Sen and
Korschun 2008), particularly within the competitive graduate student market.

However, this practice is far from consistent or universal. Another driver of CSR is the role of
independent mediators, particularly the government, in ensuring that corporations are
prevented from harming the broader social well, including people and the environment. CSR
critics such as Robert Reich argue that governments should set the agenda for social
responsibility by the way of laws and regulation that will allow a business to conduct
themselves responsibly. The issues surrounding government regulation pose several problems.
Regulation in itself is unable to cover everyaspect in detail of a corporation’s operations. This
leads to burdensome legal processes bogged down in interpretations of the law and debatable
grey areas. For example, general Electric failed to clean up the River after contaminating it
with organic pollutants. The company continues to argue via the legal process on assignment
of liability, while the clean-up remains stagnant (Sullivan and Schiafo, 2005).

Ambition for the optimization of individual profits by companies has led to a significant
imbalance between economic development and environmental sustainability. This is a direct
implication of the agency/stockholders theory of corporate governance, Ogbonnaya (2010)
which emphasizes the need for companies to focus attention on maximizing profits for the

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International Journal of Research in Education Humanities and Commerce
Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

shareholders, even at the expenses of other stakeholders. Expectedly, companies engaged in

exploration of petroleum resources in South-South Nigeria have towed the line of this theory
in having little regard to the host communities. This attitude of maintaining economic
development below the acceptable levels of global resource depletion and environmental
pollution flies in the face of the concept of sustainable development and perhaps explains why
the intensification of investments in the South-South, Nigeria petroleum Sector has not yielded
an expected corresponding level of sustainable growth and prosperity of the Nigerian nation.
Corporate social responsibility comes as a response to the call on corporate bodies to evolve a
culture of business ethics and social responsibility so as to ensure that their business practices
remain in optimal harmony with environmental sustainability as well as human security, Pankaj
Dodh et al… This research is concerned with the extent to which public relations strategies
are considering dimensions of corporate social responsibility. In this regard, it is trying to
design and provide a quantitative model for measurement of public relations strategies on
corporate social responsibility.

2.0 STATEMENT OF THE PROBLEM

The problem of underdevelopment, poverty continues to be a recurring decimal in the South-

South Nigeria, where firms operates in petroleum business without showing expected corporate
social responsibility to host communities. The previous and present government have designed
and articulated programmes aimed at either alleviating, eradicating the scourge of poverty and
underdevelopment in the region with a view to improving the environmental condition with
little or no impact as this social cankerworm still walks very tall in and around the communities.

The crux of the matter is that public relations strategies have not been employed in the region.
Public relations is a two-way communication, with a view to maintaining mutual understanding
and favourable relationship. This implies that developments often talk to the target audience
what they feel will be of benefit to them without giving them the opportunity to share their
views, knowledge and exercises their interests which will lead to mutual understanding in the
region. The purpose of this study is therefore to examine the place of public relations strategies
in the successful implementation of corporate social responsibility in the South-South, Nigeria
for economic, human resource and infrastructural development of the region. Recently youths
of Egbema in Ovia Northeast Local Government of Edo State, Nigeria disrupted the operation
of Nigeria Petroleum Development Company (NPDC), a subsidiary of the Nigerian National
Petroleum Companay Ltd. (NNPCL). The youth expressed displeasure about the alleged non-
implementation of the Global Memorandum of understanding (GMou) entered into with the
people of the oil producing community. The youth also expressed apparent indifference,
negligence, and lack of effective capacity to stop the spill and contain its spread as flagrant and
continuing violation of the economic, environmental and survival rights of the people of South-
South, Nigeria for which they are accountable under national and international human rights
laws.

2.1 Research objectives ideal foals

Enhancing the efficiency of public relations strategies and corporate social responsibility in
South-South, Nigeria. Also, enhancing public relations strategies and corporate social

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International Journal of Research in Education Humanities and Commerce
Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

responsibility among citizens, helping the communities on social development by increasing

social responsibility in the region.

2.2 Main Goal

Designing a quantitative model to evaluate and measure public relations strategies in corporate
social responsibility in South-South, Nigeria.

2.3 Sub-Goals

1. Identifying dimensions of public relations and components of corporate social

responsibility in South-South, Nigeria.
2. Identifying the importance of each dimension and component of public relations
strategies and corporate social responsibility in South-South, Nigeria.
3. Designing a quantitative model to measure public relations strategies and corporate
social responsibility in South-South region, Nigeria.

2.4 Applicatory Goals

Implementing the model and working in direction with it in South-South region of Nigeria.

2.5 Research questions: main question

How can a quantitative model be designed and offered to measure the level of public relations
strategies and corporate social responsibility in South-South, Nigeria?

2.6 Sub-questions

1. Which are the dimensions and components of public relations strategies and corporate
social responsibility in South-South, Nigeria?
2. How important is each dimension and component of public relations and corporate
social responsibility in South-South, Nigeria from the view point of the experts?
3. Which is the quantitative model to measure public relations strategies and corporate
social responsibility in Nigeria
4. How can the quantitative model for measuring social capital be implemented in South-
South, Nigeria.

3.0 RESEARCH HYPOTHESES

Considering that in this research, the researcher tries to design a model to evaluate and measure
the level of public relations strategies and corporate social responsibility in South-South
Nigeria, the model itself serves as the research hypothesis which alternatively could be
evaluated and measure or in other words, tested.

3.1 Research Conceptual Model

All research studies are based on a conceptual framework which determines the variables and
the relationship between them (Edwards et al., 2000). This conceptual framework is model

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International Journal of Research in Education Humanities and Commerce
Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

based in which the researcher theorize on the relationships between factors which are
recognized important in emergency of the problem (Khaki, 1999). Since every field and survey
research needs a mental map and a conceptual model in framework of which the suitable
analytical tools, variables and the relationship between them are illustrated (Mirzael and
Ahranjani, 1996). In this research the conceptual model will be used as follows: the purpose of
conducting this research is to design a quantitative model to measure public relations strategies
and corporate social responsibility in South-South Nigeria. To achieve this goal, three
dimensions of social, economic and biological in public relations and corporate social
responsibility and their components will be identified and offered. In weighting or determining
the importance of each dimension and component of public relations strategies and corporate
social responsibility, once each dimension will be scored based on its importance and another
time, by observing all components, the intended components will be scored.

4.0 THEORETICAL FRAMEWORK

The study examined the importance of the following theories as regards public relations
strategies and corporate social responsibility. The increasing complexity of business regulation
and conceptual shifts in management science reflect that it is no longer acceptable for a firm to
bring with its enterprise the negative impacts of private investment such as human rights abuses
and environmental degradation. On the other hand, it has been argued that the true social
responsibility of a company is to maximize profits in ways permitted by the law. This view
rests on the fundamental aspects for stakeholders’ private property. Imposition of societal goals
on corporations at the expenses of profit maximization may be regarded as an infringement of
shareholders private property. Imposition of societal goals on corporations at the expenses of
profit maximization may be regarded as an infringement of shareholders private property
rights. These different views on CSR have evolved into theories, and we shall look at some of
them here under.

The functional theory postulates that the society is composed of many units having different
functions. It is the responsibility of the of the government to provide infrastructure while the
function of business is to provide goods and services for members of the society and business
contributes towards this by paying taxes. This is what clark refers to as “Dualism” (Clark,
1986). The societal theory, on the other hand, posits that corporations do not operate in a
vacuum. They are an integral part of the society. Therefore, the objective of corporations should
include societal needs. This builds goodwill and establishes a conducive atmosphere for
business in line with public relations management. According to Noar (1982), the main aim of
business should be to provide the means required for satisfaction of socially desirable needs.
This view appears extreme while we agree that there is a reasonable basis for corporate
activities, this should not derogate from the primary interest of the shareholders which is to
receive dividends on their investment. As we have noted above, achieving a balance between
the two is critical to sustainable development and friendly operating environment. There is also
the legal theory that affirms that companies are subject to laws and have a duty to obey them
without considering ethical or economic issues. It suggests that if society wishes to demand
more from companies, the government should reflect such desires the statutes.

Further is the stakeholder theory which requires corporations to balance shareholders’ interests
against the interest of other shareholders including employers, customers and the host

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Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

community? (Maller et al, 2001), it recognizes the obligation of a company to its other
constituencies. Investors in the Niger Delta, South South Nigeria are under constant pressure
to take into consideration the needs of the oil producing communities in the course of their
economic activities as part of their corporate social responsibility. Companies disregard these
concerns to their peril and many have paid the price.

In order to meet their financial obligations to deliver to internal and external stakeholders many
organizations, especially, multinationals, are constrained to align with global trends in
sustainable development, to reshape their business framework, riles, and business models. The
existing global CSR initiatives include UN global compact.

Explaining public relations management as noted earlier, public relations is one of the newest
as well as one of the fastest growing management functions in the world of business and
government today. It has been commonsensical defined as the act of making friends, keeping
friends and working with friends to achieve corporate and other objectives (Nwosu, 1996).
Professionally, it has also been defined as that management function that identifies the interests,
needs wants and expectations of the internal and external publics of the organization, on the
other hand, and the work, out a planned and systematic programme of actions and
COMMUNICATION, aimed at building mutual recognition, peace and harmony between the
organization and its publics to ensure mutual satisfaction, greater productivity and improved
work ethics (Nwosu, 2006). It is usually based on truth and full information and touches on all
aspects of any organization’s corporate existence. And we believe that they can best do this if
they understand the principles andpractices of effective public relations, as well as see PR
managers as partners (as opposed to encroaches or competitors) in this onerous task of building
and sustaining harmonious working environment for improved productivity always. What then
is Public Relations and how Corporate Social Responsibility managers work with PR strategies
and managers?

4.1 Meaning of Corporate Social Responsibility

Since the late 19th century, when Bowen L. I. remarked that “Charity has no Incentive to sit at
board of directors qua Charity” and “that there are to be no cake and ale except for the benefit
of the company”, the nature of and justification of Corporate Social responsibility in
commercial venture has remained a subject of great divergence even among legal scholars.
Essentially, CSR is the idea that while pursuing their lawful object of making profits,
corporations should bear a responsibility that extends beyond the interests of their shareholders
to the well-being and advancement of the society (Epstem, 1987). This could be observed
through the positive acts of contribution by a company or through the deliberate avoidance of
acts that would have an adverse effect on its constituencies (Clark, 2003). Thus in a broader
sense, CSR is about the impact of business on the development of the society. In a narrower
sense, it is a complex and multidimensional organizational phenomenon that maybe defined as
the extent to which, and the way in which, an organization is intentionally responsible for its
actions (or non- actions) and impact of these on its stakeholders.

Indeed, defining CSR has proven complex and is largely contingent on situational factors. One
of the reasons behind the lack of a uniform pattern in the definitions of CSR is rooted inits
interchangeable and overlapping characteristics with other related terminologies and concepts,

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Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

including sustainable development. To some scholars, the concept represents “an important
response to the increasing demands of key stakeholders such as employees, investors,
consumers and environment (Bagi et al. 2004). Yet again, the principles of CSR vary according
to the society in question.

For our purposes, we will consider a few definitions which correlate CSR with Sustainable
Development. According to business for social responsibility, CSR is a tool for achieving
commercial services in ways that honour ethical values and respect people, communities, and
the natural environment. Also, the World Business Council for Sustainable Development
describes CSR as “the commitment of business to contribute to sustainable economic
development, working with employees, their families, and the local communities”. According
to this definition, firms have on-going responsibilities to contribute to the development of their
employees, their families, the local community and wider society to improve their quality of
life and thereby ensure sustainable economic development (Dahlsrud, 2008).

4.2 Some specific Public Relations Strategies Needed for Effective Corporative Social
Responsibility

As noted earlier, there are some many Public Relations Management (PRM) strategies that can
be gainfully employed in the effective management of corporate social responsibility and in
the world of business and government today. Let us start with the advisory function of public
relations management.

4.3 The Advisory Function of PR as CSR Strategy

One key function of modern public relations management is the advisory function. The PR
executive or manager is trained as an adviser or counsellor to management or managers on
diverse issues that can damage the image or reputation of the organization or create conflict
within the organization, or between the organization and its internal and external publics or
stakeholders, including the employees and communities.

The advisory function of PR involves identifying possible areas of friction like community
welfare, oil spills and neglect of the operational environment by companies’ operators. It is a
method of trouble-shooting in public relations that is preventive as well as serving as a guide
to peace, harmony and mutual understanding in an environment. The advisory function of PR
is based on the premise that good advice when well and timely given by someone who should
know (eg a professional expert) and who means well is not only a very potent problem solver
but is often worth more than silver and gold.

4.4 The Environment Scanning Function of PR as a CSR Strategy

One tool or strategy of PRM that will come very handy in modern CSR management is the
environmental scanning function. Also known as Trends Analysis or issues management, this
function of PR is one of the most modern strategies for the PR manager. It can be defined as
involving the collection, collation, analysis and packaging of data on current economic,
political, social and other trends or issues and feeding of these into the management system to
guide decisions and actions.

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Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

The PR managers usually do want wait to be directed to collect, analyse, package and present
data or information on these current and relevant issues. They do it as a regular part of their
duties. And the packaged data and information that are related to organization operating in an
environment in general can be submitted regularly to CSR managers to help them in doing their
own jobs of managing the issues related or contractual aspects of the relations between the
companies and host community, to avoid any unnecessary discord or crisis. Environmental
scanning usually requires a lot of public relations research, evaluation and analytical skills.

4.5 Crisis Management Function in PRM as a Strategy in CSR

Public relations managers are trained crisis management experts. And as we very well know,
disruption of companies operation and other forms of violence affects harmony and
productivity. Corporate social responsibility (CSR) managers need to work closely with public
relations (PR) managers not only to manage crisis when they occur, but to prevent them from
occurring in the first place. PR managers usually apply such models as the Transfer Process
Model (Jefkins, 1988) and the Crisis Life Cycle Model (Nwosu, 1996) in managing crisis
professionally.

Among other things, these and other models help them to nip crisis in the bud; employ dialogue
and communication very effectively in managing crises when they occur, convert hostility to
friendliness, ignorance to knowledge, apathy to interest and prejudice or bias to mutual
acceptance, handling the press men properly during crises, as well as properly managing the
pre-crisis, during crisis and post-crisis (evaluation) activities or situations as professionals. The
need to manage crisis very well or professionally is because they do not only lead to financial
loses, loss of lives, loss of reputation, property (etc), but can also lead to corporate death.

4.6 Managing Speech, Public Speaking or Spokesmanship

Public relations managers are known and trained as speech experts and professional spokesmen
for their organizations. The common mistakes often made by many managers, including CSR
managers, is that anybody can write professional or corporate speeches and be an effective
spokesman for any organisation. Speech writing and speech delivery or public speaking are
specialized areas of human endeavour that require specialized training. Therefore, managers of
CSR must work with PR managers to ensure that their speeches, written or spoken are
professionally handled. Words are very powerful and one wrongly written or spoken word can
do a lot of damage. The opposite is the case. Written and spoken words should therefore never
be taken for granted. We must let the experts to do it or handle it correctly (Carnegie, 2002).
These experts are public relations managers who are corporate communications expert and who
are trained on how to say the right things at the right time to the right people and in the right
way. They are also trained in the art and science of persuasion, advocacy and mind
management. And words are their major tools in opinion, attitude and behavioural change
which are needed very badly in modern CSR.

4.7 Media Relations in PR as a CSR Strategy

Mass media and pressmen can be difficult to manage, especially in crisis or no crisis, journalist,
editors and other media practitioners need always to be handled with special care in CSR
activities. To them, bad news is good news. This is because they must sell their newspaper and
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Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

magazines or make people to enjoy watching their television programmes or listening to their
programmes on radio. But for us as managers, we should not be interested in sending out bad
news that may destroy the organization or start a serious crisis as responsible managers.

This is why we, again, need to work very closely with the relations managers who are trained
in the art and science of working with journalists as corporate communication managers. In
fact, there is a whole area of public relations studies and practice known as press relations or
media relations. It is these PR managers that will help the CSR managers on how to manage
such tacky areas of media relations as retractions, rejoinders, press conferences, press
interviews, press briefings, news commercials, media appearances, documentaries and other
specialized media genres, issues and practices. These are very sensitive areas of media practice
which, if not professionally managed, can do serious damages to any organisation or any aspect
of its existence (Nkwocha, 2003). It is only the PR managers that can save your organisation
from the sad consequences of over-publicity, under publicity, or no publicity (Nwosu, 1996).

4.8 Community Relations in PR as a CSR Strategy

Community relations refers to the demonstrations in concrete terms of an organization’s

appreciation of the wider horizons or social responsibilities of business through active
involvement by its management and staff in public programmes and activities related to the
welfare of the community within it operates (Offonry, 1985, Jospeh& Rahila, 2014).
Community relations is a branch of public relations originally known as a corporate social
responsibility (Onabajo, 2005). It is a public relations activity that tends to foster and nurture
good neigbourliness with the host community for the good of both the company and the
community. Peak as cited in Onabajo (2005) posit that community relations being an aspect of
public relations function is an institution’s planned action and continued participation in a
community to enhance its environment for the benefit of both institution and the community.
This implies that the community has a great role to play in community relations activities.

Community relations is steadily being recognized as an indispensable factor for CSR in order
to promote growth and development especially in the present rapidly changing social, political
and economic climate where everyone appears somewhat interested to grow, succeed, be heard
and recognized, involved in daily activities of its locality (Joseph &Rahla, 2014). Technically,
community relations is an interactive process involving two-way communication that revolves
around building of positive relationships, trust and credibility. Good relationship provide
friendly atmosphere which permits positive action such as development an environmental
relationship (Forrest & May, 1997). The community relations process provide a framework for
mediating between local residents, stakeholders and the organisation responsible for the
facility, site or project to achieve resolutions that are either acceptable to all parties or minimize
the burden that any party has to bear.

5.0 RESEARCH METHODOLOGY

Regarding that the purpose of applicability researchers is developing applicatory knowledge in

a specific field, ie applicatory researches lead in functional application of the knowledge
(Bazargan, 2004), this research is a non-experimental and applicatory one and its main purpose
is to offer a suitable model for evaluating and measuring public relations strategies and

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corporate social responsibility in South-South Nigeria. In this research the survey methods has
been applied. Based on the initial exploratory studies on PRS and CSR in the studied population
in four dimensions of ethics, managerial models, environmental issues and beneficiaries for
conversion, public relations strategies and corporate social responsibility or sub-systems have
been used. Certainly, this initial classification has been based on the exploratory studies and in
the future, it would be revised based on the experts’ opinions and refined during the research
process.

5.1 Research Domain

In modern research methodology, each research should be limited in three dimensions of time,
location and subject; so that the study could be focused on the subject and researcher could
reach the intended responses by posing some questions on the issue. Considering the above-
mentioned issue, the time location and subject domain in this research are as follows;

5.2 Location

The location of this research includes all the managers of companies and community leaders
in south-south, Nigeria. The purpose of designing the model is to measure the level of public
relations strategies and corporate social responsibility in south-south, Nigeria.

5.3 Time

This research intends to design a model to measure the level of public relations strategies and
corporate social responsibility in south-south, Nigeria.

5.4 Subject

The subject of this research is to design a model to measure the level of public relations
strategies and corporate social responsibility in south-south Nigeria.

5.5 Research Statistical Population and Sample

In this research, the statistical population is determined according to the main question. As the
statistical population is the field to generalize the research results and findings, it encompasses
all the studied people from among which the researcher selects these sample units.

Thus, the statistical population in this research, according to the main research questions,
includes all the managers of the companies, community leaders and experts in social affairs
and the statistical sample includes the managers of the companies and community leaders.

6.0 RESEARCH FINDINGS

6.1 Summing up the status quo:

1. Most people agree that public relations and social responsibility are modern concepts
in Nigeria and require planning based on new social needs and therefore demands new
methods and perspectives. Of course, indicators in our religious and ethical educations

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in the field of charity and charitable affairs are not all the social responsibility but some
of it or its complementary.
2. No certain conclusion can be made on that training should be included as an indicator
on social responsibility in south-south, Nigeria as the opinions of people opposing and
agreeing on the issue is almost similar.
3. Most studied people believed that workers right is not considered as an indicator of
social responsibility in south-south, Nigeria.
4. Most studied people believed that economic development is considered as an indicator
of social responsibility in south-south Nigeria.
5. Most studied people agree that effective management of oil spills, pollution and
environmental degradation is an indicator of social responsibility.
6. Most studied people believed that hygiene in the society is considered as an indicator
of social responsibility.
7. Some studied people believed that respecting audience’s perception is considered as an
indicator of social responsibility. However, since some people have not given any idea,
no clear answer can be drawn.
8. Most studied people believed that general ethics is considered as an indicator of social
responsibility.
9. Most studied people believed that nature protection is considered as an indicator of
social responsibility.

6.2 From the opinions given, it could be inferred that:

1. Social responsibility is a new concept in Nigeria and needs new consideration,

conditions and requirements.
2. Hygiene, ecosystem and environmental development are the most important and agreed
indicator which communities in south-south, Nigeria have considered in the issue of
social responsibility. In order to achieve a quantitative model for social responsibility
in South-south, Nigeria, people were asked to determine a score for dimension and
indicator based on the definition for each item. The result of scoring project in each
dimension of social and economic.

7.0 CONCLUSION

This research was conducted to study the various dimensions and approaches to consider
corporate social responsibility and was seeking to answer this question that how a quantitative
model can be designed to measure the level of social responsibility in south-south, Nigeria.
Basically, the lack of a suitable model for social responsibility in the organisation leads to fail
in using all facilities and capabilities within the organisation to develop its relations, goals and
interests because social responsibility is the commitment of decision makers to perform action
which help to improve the welfare of the host community as well as their own interests.
Therefore, identifying dimensions and components public relations strategies and corporate
social responsibility in organisations does not only remove such a lack, but also is the first step
to design a quantitative model to measure the public relations strategies and corporate social
responsibility.

8.0 RECOMMENDATIONS

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Based on the research findings, we recommends that:

1. Public relations strategies should be adopted by corporate social responsibility to

ensure proper management of human right, economic development, and effective
management of oil spills, pollution and environmental degradation in the south-
south, Nigeria as indicators of social responsibility.
2. Also, public relations strategies should be a model for corporate social
responsibility to ensure good management of hygiene, respecting ethics and nature
protection in the south-south, Nigeria as indicators of social responsibility.

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International Journal of Research in Education Humanities and Commerce
Volume 04, Issue 05 "September - October 2023"
ISSN 2583-0333

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