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Article Title: COMMUNITY SOCIAL RESPONSIBILITY STRATEGIES EMPLOYED BY UNKI MINE TO ENHANCE THEIR CORPORATE REPUTATION
by Masuku Caven and Ndlovu Nomathemba

Abstract:
The article focuses on the assessment of Community Social Responsibility strategies employed by Unki Mine to enhance their corporate reputation. This presentation enumerates and assesses the different Community Social Responsibility (CSR) strategies employed by Unki Mine in 2011 in order to enhance the corporate image. Data gathering methods used in the study are structured interviews, questionnaires, participant observation and content analysis of documents. These were subjected to both qualitative and quantitative methods of data analysis. Qualitative and quantitative research designed enabled the researchers to attain information closer to reliability and validity. Theoretical framework that informed the study includes cognitive dissonance theory, situational theory and Carroll�s 3C-Social Responsibility model. Unki Mine CSR programmes cater for both the internal and external publics. Unki Mine tries to enhance its corporate image through the implementation of CSR initiatives and all departments participate in the implementation of CSR programmes. Also noted in the study are the challenges faced by the Community Engagement and Development Department (CED) department in trying to fully implement CSR strategies. The study however, also highlighted the weaknesses of the PR departments at Unki Mine in its attempt to practice effectively implement community social responsibility programmes to boost the image and reputation of the organization.

Keywords: corporate reputation, public relations, corporate citizenship, corporate image and strategy

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