The influence of synchronization of HR and PR practices in developing a strong CSR culture

Abstract

Cultivating a CSR culture in an organization requires coordinated efforts spanning various functions in that organization. While former research has investigated the independent effects of HR and PR practices on Corporate Social Responsibility (CSR) culture, a critical gap exists regarding their combined influence, and their role in promoting individual social responsibility. This study investigates the novel concept of synergistic HR-PR practices, elucidating how positioning these functions strengthens employees’ individual social responsibility, ultimately fostering a robust and enduring CSR culture. Employing a mixed-methods approach, the research begins with a qualitative single-case study to gain insights into the process. Subsequently, a quantitative survey (N = 160) is conducted, with data analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results confirmed the significant relationship between the synchronization of HR-PR practices and a strong CSR culture through the mediating effects of individual responsibility. This finding unveiled the fundamental role of consistent and synchronized external and internal CSR messaging in promoting employees’ individual social responsibility, which in turn helps them embrace their role in upholding a strong CSR culture within the organization. This finding significantly advances the HR-PR-CSR discourse and offers valuable guidance for policymakers aiming to achieve desired CSR results.

Keywords:

• HR practices
• PR practices
• CSR culture
• individual social responsibility
• synchronization

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Rima M. Bizri

Dr. Rima Bizri is an experienced professor with a Ph.D. in Business in addition to SP HRi certification and Career Advisor certification. Bringing 22 years of university teaching experience and scholarly research and service, Dr. Bizri strives to empower students with the skills and knowledge needed for growth and advancement in the workplace. Dr. Bizri conducts research on various topics in HR, and has numerous publications in Scopus-indexed journals. Her current research interests include how to effectively use HPWS for enhancing entrepreneurial orientation.

Hussein Al Jardali

Hussein Al Jardali, Ph.D. in Management and Organizational Behavior. Currently specializing in legal tech, digital transformation, and change management consulting across international and GCC markets, collaborating with diverse governmental and non-governmental organizations. In academia, Dr. Aljardali been teaching graduate and post-graduate business-related courses for 15 years now, and has contributed to business research with published articles in peer-reviewed journals.

Nour Matar

Nour Matar, a motivated MBA holder with 3 years' experience in a university support unit at RHU, Lebanon (ACBSP-accredited). With a focus on Human Resources Management, she has a solid HR background with effective communication skills, proven leadership abilities with the capacity to work independently, strong organization skills and attention to detail. In addition to being a dynamic and motivated professional, she enjoys building relationships and contributing to high-level administrative projects in one of the busiest university units. She works hard and with pride, offering meaningful support to everyone around.