From CSR to USR repositioning public relations role in university social responsibility practices in Thailand

Abstract

Whereas corporate social responsibility (CSR) has captured the interest and imagination of scholars and professionals in the business world since the beginning of the new millennium,CSR in Thailand is still in the early stage of development. The concept was introduced to Thailand,as a Western influence,through the efforts of multinational companies in the past decade. Yet,the imported models of CSR has neither translated well into the Thai context nor generated real consensus among business leaders. Too often,much of the existing literature on CSR in Thailand has focus on business organization  perspectives.Given the stressed condition of Thailand in this 21st century and the increasing needs of society in terms of educating highly qualified graduates and responsible citizens, giving students the opportunity to develop their own full abilities with a sense of social responsibility,it is now essential that universities should recognize their own responsibilities not only as providing skills and knowledge, but also contributing to the formation of citizens endowed with ethical principles, committed to building peace,and defending human rights and democratic values. All these have highlighted the significance of social responsibility of the university which can be termed as"USR-University Social Responsibility,”and its increased call for the authentic development of human sustainability.USR has recently begun to receive attention to Thai universities and turned to play a vital role in the university teaching and educating system. Despite the fact that the value of responsibility has strongly been rooted in Thai traditional beliefs,there is very little Thai influence on current USR initiatives.This research paper recognizes the need for culturally sensitive,homegrown approaches to demonstrate USR value in the Thai way. The paper places USR in the context of sustainable development and sufficiency economy advocated for the past three decades by His Majesty King Bhumibol Adulyadej,and then uses holistic relationship management framework with the alternative voice of Thai values to explicate the growing involvement of Thai universities in USR practices.The paper makes further argument that USR concepts and practices in Thailand have not.