Purpose
The purpose of this paper is to identify selected tools of external public relations (PR) employed by the public media in the area of corporate social responsibility (CSR) and to exemplify them with the activities of Radio Gdańsk in the years 2012-2015.
Design/methodology/approach
The opening section of the work is based on studies of the desk research type, i.e. analysis of the literature and industry data, plus exploration of the Radio Gdańsk website. The core part of the work was compiled based on primary research conducted under the quality method – a direct unstructured telephone interview held with a member of the Radio Gdańsk Supervisory Board. The interview concerned the activities of Radio Gdańsk in the years 2012-2015. The information acquired via telephone surveys has been supplemented with more written sources. The sources contained some detailed data without which the analysis of the subject matter would not have been possible. The authors of this study maintain that not only have the data acquired made the analysis possible but also that the paper ought to be treated only as a preliminary study with some interesting findings and a starting point for further analyses.
Findings
Reaching for actions of the CSR area carries tangible benefits also to the public media which consolidate their competitive edge thanks to the positive image of a socially engaged enterprise. Thus, using CSR tools, the public media are setting a model of a kind for others. Analysis of the Radio Gdańsk activity areas reveals that the broadcasters successfully employ the selected tools of external communication (external PR) which enable them to put in flesh the postulates of CSR and effectively create their image of a sensitive and socially engaged institution.
Research limitations/implications
This study is based on an analysis of one of a dozen public radio stations and it has some interesting findings, which may be a starting point for further research into the subject. However, it gives the authors no answer as to whether other public media outlets in Poland implement CSR strategies, and what tools they apply in this respect. The authors think that the phenomenon deserves comprehensive and thorough research, which would help us broaden our knowledge of the problem. Yet another interesting aspect of the study, which is mentioned in the introduction, is the question whether (and if so – to what extent) the public media outlets implement CSR policies as part of their market strategy. The policies may after all be merely some intuitive attempts resulting from the general mission of such entities and unstable market situation, and in such cases the noble goals of CSR may be achieved solely by accident.
Practical implications
Using CSR tools, the public media are setting a model of a kind for others (i.e. commercial firms).
Originality/value
The assumptions of a CSR strategy can be found reflected in public media operations and become an action model of a kind for the management of commercial firms.
Advisory bodies and their role in the organizational structure of the public broadcaster