CSR

La Tofi School of CSR in Bandung/Photo: Nopi TNOLCorporate Social Responsibility (CSR) is identical with a company doing social responsibility towards society. However, CSR has a broad scope and could be seen from various angles. Such as from the side of the media, public figures, community or the environment due to CSR is able to bring prosperity.

La Tofi School of CSR presents it through the CSR Workshop for Journalists. According to La Tofi, CSR is understood only of community empowerment. No wonder in its development, CSR is regarded as domain of Ministry of Social Affairs.

"La Tofi aims to provide a bit of enlightenment that we mobilize together of stakeholders, whether it's a public, government, the media also became part of the CSR," said La Tofi in Bandung, Thursday (6/17).

Photo: Nopi TNOL

Based on observation, said La TOFI, CSR last ten years grown rapidly in Indonesia. In fact, two to three years is being developed into an understanding of the company into their domain. This was reinforced in Act of Companies - so it's became a companies liability to implement social responsibility.

"Companies not only seek profit, but pay attention to welfare of its surrounding area. It concerns a company called CSR," said Edi Suharto, the First Deputy Chairman of Academic Affairs STKS Bandung.

According to Edi, CSR is not just implementing a kindness. But, it's operate in not harm, bad and curb the workers, but there are familial responsibilities. CSR could increase the image of the company as well as increasing customer loyality in public.

Companies can distribute those funds in various activities. One was to build public facilities for the public interest.

"Our community CSR programs are easy targets because we spread it all over Indonesia," said Chairman of the Community Bike to Work Toto Sugito.

According to Toto, there are many of bicycle users today. Unfortunately not many bike parking lots are available. "Now companies can create CSR program by providing parking lot for bicycles in strategic locations with the integrated to mass transportation such as bus way or train," he said.

With many parking lots, Toto hopes there will be more cyclists. While the public side of the figures, social responsibility could be related to current hot issues.

Media and Public Figure

Media as a vehicle to deliver information to the community also has a relationship to the CSR. Similarly with the public figure. Public Figure is frequently coupled by the company to convey the message of a product.

Well, public figure should have social responsibility to the community so as not to deceive the public. According to former senior Indonesian model Ratih Sanggarwati, public figures comprised of three categories. Public figure in the field of entertainment, entrepreneurs and experts.

Public figure's speech is often heard by public. It could leads to social sin or reward. Social rewards are gained more from experts. Because they provide knowledges to society, while public figure in entertainment fields are often gain social sins.

And fifty-fifty for the enterpreneurs, since some times they are lying. "However, all the public figures, especially entertainer has social responsibilities both as individual or as the ambassador of company," says the mother of three children.

"When a public figure to star in an advertisement, she must know everything. For example, when she starred bleach clothes. Dirty cloth can quickly clean, in fact there are many of white shirts so it will looked clean when shown. The publich figures her white shirt looks much so that it fits shown net. Public figures need to know why it could be like that before it watched by millions of audiences," added the woman who once applied to be the regent of Ngawi.

Photo: Nopi TNOL

Not much different with public figures, media related to CSR. According lecturer of University of Indonesia, Faculty of Communication, Prof. Ibnu Hamad, and a normative media has a social responsibility. "There are four theories of media. One of it is social responsibility to the society," said Ibnu.

Social responsibility of media is to grow and defend the moral health of society. Moral health of society could be obtained with a willingness to publish and to encourage society to have health thinking through the information conveyed.

As a form of its CSR, then the media needs to formally give a large portion of the information that underpins public health. "Unless the media is embracing the theory of a free press. All the contents of which sell rating was appointed as the sensitive and sensational issues," he explained.

 

CSR Mandatory for Company

Yann Brault, CSR Director of PT Tirta Investama/ Photo: Nopi TNOL

Company is obliged to implement the CSR. This was disclosed by the CSR practicioner Ir. Jalal M.Si. "CSR is a responsibility of company towards to sustainable development," he said.

Therefore, companies need to implement CSR. Indeed, Jalal said, there is a presumption that companies implement CSR after they gain profit. This assessment can not be entirely true because the company can escape from the responsibility.

Especially for companies engaged in mining that takes 20 years to gain profit.

While the CSR Director of PT Tirta Investama (Aqua-Danone) Yann Brault said that his company is seriously implement CSR. They even formed a special department dealing with CSR. The department contains 25 of people, they work full time. "This is in accordance with the vision of Danone since 1972. The success of economic, social progress," added Yann.

Photo: Nopi TNOL

Their programs are good water resources management. Then managing watersheds by carrying out conservation in order to preserve the upstream area. Then the solid waste management to keep them clean.

There was also developing SMEs around the factory. Develop micro business like ducks farming and cracker industry. There are also scavenger empowerment programs, health and nutrition care, and sustainable Aqua program. I.e., clean water programs and environment conservation.

Moreover, they also provide scholarships through their school networks. They also provide seeds of plant that must be treated. Success schools will receive reward.

"We also held Danone Nation Cup to develop Indonesian healthy generation," said the Corporate Communication Danone Aqua, Michael Liemena.