social responsibility communications via the websites of governmental and profit organizations in...

7/29/2019 Social Responsibility Communications via the Websites of Governmental and Profit Organizations in UAE

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Middle East PR ConferenceChallenges and opportunities in building a sustainable public relations industry in the

Middle East

Social Responsibility Communications via theWebsites of Governmental and Profit

Organizations in UAE

Ahmed Farouk Radwan

Assistant professor, Department of Public Relations,College of CommunicationUniversity of Sharjah , UAE


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INTRODUCTION

Social responsibility has become the focus ofall organizations, regardless of their type and

goal. In UAE , Corporate social responsibility

(CSR) has become an essential activity that

affects the organization's relationships with

the client, local community and local

institutions.


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Study Aim

This study aims to examine the role of the

organization website as a communication

tool for informing audience about corporateCSR activities and programs.


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Population and Study Sample

The study population is the governmental

and profit organizations in UAE.

The study analyzed a sample of 30

governmental organizations and 30 profit

organizations websites.


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Data Collection

A website analysis was conducted.

This analysis included three sections:

Corporate social responsibility fields.

Communication tools on the website.

The interaction tools on the website.


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Research Questions

What are the CSR fields and activities that governmentaland profit organizations adapted in UAE?

What are the communication tools used on the websites of

the governmental and profit organizations to inform audienceabout there CSR activities?

What are the interaction tools used on the websites of thegovernmental and profit organizations to communicate with

the users concerning their CSR fields and activities?

Are there are differences between governmental and profitorganizations in the use of websites in CSRcommunications?


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Results

Fields of social responsibility in Emirates

organizations


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Total

n=60

Profit

Organization

s websites

Governmental

Organizations

websitesField

TotalFrequencyFrequency

Environment and Sustainable Development

542529Policies, decisions, and plans of environmentprotection and sustainable development1

502129Campaigns and programs for environment

maintenance such as cleansing and recycling

2

471829Campaigns and programs for resources and

sources maintenance such as energy and

water

3


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Total

n=60

Profit

Organizations

websites

Governmental

Organizations

websites

Field


Work Environment and Human Resources

603030Implementing governance and transparency

policies

1

582830Enhancing work environment andcircumstances

2

562630Workers' training3

421824Workers' health and safety4


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Total

n=60

Profit

Organizations

websites

Governmental

Organizations

websitesField


Product Development and Customer Service

592930Improving and maintaining products and

services quality

1

592930Interests in customer service, and

consumer needs satisfaction policies

2


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Total

n=60

Profit

Organizations

websitesGovernmental

Organizations

websitesField


Societal Participation

472819Grants and donations1

482028Education and science2

461927Culture and art3

512625Health4

422022Sports5

431726Competitions and awards6


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Our approach

One of Etisalat's core values is service to the

community, a commitment to give back to

improve the lives of people and to protect theenvironment for future generations. We do so by

supporting a wide array of social, economic, and

environmental initiatives across the Middle East,

Asia and Africa.
http://www.etisalat.ae/eportal/en/home/index.html


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Support and regulate the activities andconservation initiatives on the environment

Launch initiatives to support the education

sector.

Participate in community events.


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Emirates has been committed to sponsorship in

both the UAE and around the world for over

twenty years, beginning with the first powerboat

race held in Dubai, in 1987. His Highness Sheikh Ahmed bin Saeed Al

Maktoum, Chairman and Chief Executive,

Emirates Airline & Group, sees sponsorship as

vital in the airlines marketing strategy. We

believe sponsorships are one of the best ways

to connect with our passengers. They allow us

to share and support their interests and to build


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Communication tools on thewebsite

2724 23

1814 14

10

28 3025

28 2925

22

Press

Release

photos Periodical

reports

Video Clips Social media Articles Links to

news on the

organization

Governmental Organizations Profit Organizations


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Interactive tools on thewebsite

27 27

22 2119

11

7

2321

2321 21

16 16

File

download

Sending

emails

Opinion and

comment

bars

Print from

website

Hyperlinks

to extra

information

Interaction

via social

media tools

chat

Governmental Organizations Profit Organizations


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T-Test to Identify Differences between the Means of the Two

Samples of Governmental and Profit Organizations

Profit

Organizations

Governmental

Organizations

Differences Between Governmental and

Profit Organizations in:Sig.TSDMSDM

0.0003.1931.1962.130.5482.90The presence of environment

and sustainable development

activities

0.0021.9781.1295.370.4075.80The presence of activities to

enhance work environment and

human resources

0.0421.0762.2024.331.8634.90The presence of societal

participation activities

0.0003.4752.5374.331.5916.23The use of tools to publicize

information on their social

activities

0.0210.2962.1774.472.9984.67The use of tools to interact with

users about social activities


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Conclusion

There are a number of social fields that theorganizations in UAE are interested in:

Support to international initiatives. By supportinginternational initiatives, the organizations in UAE sharecommon interests and trends with the whole world. Theseinitiatives always concern health, environment and supportfor certain sectors in the society.

Awareness campaigns. The organizations makeawareness campaigns to support the state economic,social and environmental policies and guidelines. These

campaigns aim at increasing the public awareness ofissues such as sustainable develo ment environment and


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Support to organizations and associations in thesociety. The organizations help other organizationsand associations in the society to achieve their aims.They offer in-kind and financial support to other

organizations in the society. This is done in variousfields such as sports, culture, and art and comprisesnon-governmental non-profit organizations.

Efforts to develop the relationship betweenorganizations and employees. The organizationscare about employees professionally, medically,socially and culturally so that their skills are

developed and they are more attached to their


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THANK YOU

AHMED FAROUK

[email protected]

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