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

Social Responsibility Communications via the Websites of Governmental and Profit Organizations in UAE
Ahmed Farouk Radwan
Assistant professor, Department of Public Relations, College of Communication University of Sharjah , UAE

INTRODUCTION
Social responsibility has become the focus of all 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.

Study Aim

This study aims to examine the role of the organization website as a communication tool for informing audience about corporate CSR activities and programs.

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.

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.

Research Questions

What are the CSR fields and activities that governmental and profit organizations adapted in UAE? What are the communication tools used on the websites of the governmental and profit organizations to inform audience about there CSR activities? What are the interaction tools used on the websites of the governmental and profit organizations to communicate with the users concerning their CSR fields and activities? Are there are differences between governmental and profit organizations in the use of websites in CSR communications?

Results

Fields of social responsibility in Emirates organizations

Field

Governmental Organizations websites

Profit Organization s websites

Total n=60
Total

Frequency

Frequency

Environment and Sustainable Development

1 Policies, decisions, and plans of environment

protection and sustainable development

29

25

54

2 Campaigns and programs for environment

maintenance such as cleansing and recycling

29

21

50

3 Campaigns and programs for resources and

sources maintenance such as energy and water

29

18

47

Field

Governmental Profit Organizations Organizations websites websites

Total n=60

Frequency

Frequency

Total

Work Environment and Human Resources

1 Implementing governance and transparency

policies

30 30 30 24

30 28 26 18

60 58 56 42

2 Enhancing work environment and

circumstances

3 Workers' training

4 Workers' health and safety

Field

Governmental Organizations websites

Profit Organizations websites

Total n=60

Frequency

Frequency

Total

Product Development and Customer Service

Improving and maintaining products and services quality

30

29

59

Interests in customer service, and consumer needs satisfaction policies

30

29

59

Field

Governmental Organizations websites

Profit Organizations websites

Total n=60

Frequency

Frequency

Total

Societal Participation

1 2 3 4 5 6

Grants and donations Education and science Culture and art Health Sports Competitions and awards

19 28 27 25 22 26

28 20 19 26 20 17

47 48 46 51 42 43

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 the environment for future generations. We do so by supporting a wide array of social, economic, and environmental initiatives across the Middle East, Asia and Africa.

Support and regulate the activities and conservation initiatives on the environment Launch initiatives to support the education sector. Participate in community events.

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

Communication tools on the website

Governmental Organizations

Profit Organizations

27 28

30 24

23 25

28

29 14 14

25 10

18

22

Press Release

photos

Periodical reports

Video Clips Social media

Articles

Links to news on the organization

Interactive tools on the website

Governmental Organizations
27 27

Profit Organizations

23

21

22 23

21 21

19

21 16 11 7 16

File download

Sending Opinion and Print from Hyperlinks Interaction emails comment website to extra via social bars information media tools

chat

T-Test to Identify Differences between the Means of the Two Samples of Governmental and Profit Organizations

Differences Between Governmental and Profit Organizations in:

Governmental Organizations M SD

Profit Organizations M SD T Sig.

The presence of environment and sustainable development activities The presence of activities to enhance work environment and human resources

2.90

0.548

2.13

1.196

3.193

0.000

5.80

0.407

5.37

1.129

1.978

0.002

The presence of societal participation activities The use of tools to publicize information on their social activities The use of tools to interact with users about social activities

4.90 6.23

1.863 1.591

4.33 4.33

2.202 2.537

1.076 3.475

0.042 0.000

4.67

2.998

4.47

2.177

0.296

0.021

Conclusion
There are a number of social fields that the organizations in UAE are interested in:

Support to international initiatives. By supporting international initiatives, the organizations in UAE share common interests and trends with the whole world. These initiatives always concern health, environment and support for certain sectors in the society. Awareness campaigns. The organizations make awareness campaigns to support the state economic, social and environmental policies and guidelines. These campaigns aim at increasing the public awareness of issues such as sustainable development, environment and

Support to organizations and associations in the society. The organizations help other organizations and 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 various fields such as sports, culture, and art and comprises non-governmental non-profit organizations. Efforts to develop the relationship between organizations and employees. The organizations care about employees professionally, medically, socially and culturally so that their skills are developed and they are more attached to their

THANK YOU

AHMED FAROUK

aradwan@sharjah.ac.ae