A taste of Corporate Public Relations: The CSR in CPR

Hi Everyone! So here i am reflecting on my on-going internship placement at Interhill Group of Companies (a property developer and timber producer). My placement began in March and will end on the 31st of June.

First and foremost, I feel nothing but gratefulness to Interhill's CSR Department for giving me this opportunity. With this i extend my thanks to Interhill's CSR Manager and my supervisor Miss Angelyna and fellow intern June for teaching and guiding me through this experience.

Corporate Public Relations to my understanding is the maintaining of the relationship of a corporate organization with their various stakeholders.In my case, the stakeholders that i dealt directly with were Interhill employees and the children from Interhill's After School Project (ASP). In dealing with these two stakeholders, I've been exposed to handling internal communication and corporate social responsibility. Both stakeholders were a joy to interact with and working with the children was especially rewarding.

As I've stated in the first paragraph, Interhill is involved in a competitive and challenging industry that makes internal communication and CSR seem like mundane aspects to consider. In a corporate setting, there is a danger to overlook these aspects, thus I believe a CSR department should exist as an advocate to safeguard the importance of these and other aspects that may usually be set aside.

I have been taught that public relations should be utilized on more than a tactical level, going beyond maintaining public image and PR stunts but rather genuinely investing in stakeholder relationships to build long lasting trust. Sadly, this may not be the case for most organizations as public relations has yet to secure its well deserved place within the management.

Despite various challenges and limitations, Interhill's CSR department is taking its responsibility seriously by strengthening the company's commitment to its stakeholders. My placement allowed me to witness and be a part of the fulfilling of that commitment. By planning employee relations events, such as International Women's Day Muay Tai collaboration with Top Dog Factory, the department strove to empower women employees. By committing to the ASP the department does not forsake the needs of others.

To conclude my reflection, public relations should bring a human touch to a company, without it a corporation will seem like an inhuman entity.

Daphne Margaret Jolly
17895620/7E4A2937
Curtin Sarawak Campus