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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
TotalFrequencyFrequency
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
TotalFrequencyFrequency
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
TotalFrequencyFrequency
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.html7/29/2019 Social Responsibility Communications via the Websites of Governmental and Profit Organizations in UAE
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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