Corporate Social Responsibility (CSR) Report 2022

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CORPORATE SOCIAL RESPONSIBILITY
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1/13/2020
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CORPORATE SOCIAL RESPONSIBILITY 1
Executive summary
The purpose of this report is to assess and audit the CSR strategies of Singapore press
holding, conducting business in digital, print, outdoor media, aged care, radio, and property.
There have been various theories propounded that have been discussed in the report that is
Carroll's Pyramid, Stakeholder-Theory, and Three-Domain Model of CSR. The major
characteristics identified of CSR are voluntary, managing externalities, multiple stakeholder
orientation, alignment of economic and social responsibility, values and practices, and
beyond philanthropy.
The company has planned CSR strategies of five pillars that are Arts and culture, Charity and
community, Nature and conservation, Education, and Sports. Some of the recommended CSR
strategies for SPH are Alignment of CSR with business strategy, Areas of health, Employees
engagement, and Women empowerment.

CORPORATE SOCIAL RESPONSIBILITY 2
Contents
Executive summary....................................................................................................................1
Introduction................................................................................................................................3
Theories and framework............................................................................................................4
Core Characteristics of CSR..................................................................................................4
Carroll's Pyramid....................................................................................................................5
Stakeholder-Theory................................................................................................................6
Three-Domain Model of CSR................................................................................................7
CSR strategies............................................................................................................................7
Recommendations....................................................................................................................10
Conclusion................................................................................................................................11
References................................................................................................................................12

CORPORATE SOCIAL RESPONSIBILITY 3
Introduction
Singapore press holding is Singapore based Media Corporation that include business in
digital, print, outdoor media, aged care, radio, and property. The company has been
conducting corporate social responsibility and sustainability strategies, which will be the key
focus discussion in this report. The purpose of this report is to assess and audit the CSR
strategies of this company, which will also include considering various theories from the
literature. Moreover, the current CSR strategies will be evaluated so as to provide appropriate
recommendations for the company (sph, 2019).
Corporate social responsibility is willingness of the corporates to contribute towards the
society, environment and planet as the resources used by the company are part of
environment. This could also be obligatory for the companies earning large amount of profits,
however the companies has consider it as an opportunity to serve the environment and also
with the objective of creating goodwill among the industry. The strategies considered by the
company as part of sustainability plan or CSR strategies may be obligatory or due to their
personal willingness. Thus this will be discussed in the report further considering the
organisational case (Bombiak, 2018).

CORPORATE SOCIAL RESPONSIBILITY 4
Theories and framework
There have been various theories propounded by the researchers for corporate social
responsibility. Some of them are discussed as follows
Core Characteristics of CSR
These include the essential features that must found in CSR practice that reflect the key
points to be focused for practicing CSR. The six core characteristics include
1. Voluntary – This reflect the willingness of the company towards acknowledging the
view of stakeholders and government. Considering this character, Singapore press
holdings has been considered various policies not only within the organisation but
also externally with all the stakeholders associated. For instance the company has
been associated with other 250 media firms in order to promote sustainability
(Epstein, 2018).
2. Managing externalities – this include acknowledging various stakeholders that may
not directly considered to be the externalities, environmental degradation would be
consider as externalities. For this, SPH has been directly working to contribute in
global sustainability agenda by disseminating the information pertaining to
environment through its media business. This included public awareness related to
highlighting the key issues and protecting the planet article (Kolk, 2016). There are
various externalities for SPH as the company si associated with trade associations,
and business partners.
3. Multiple stakeholder orientation – this include stakeholder orientations which reflect
three major attributes that is urgency, legitimacy of claim and power. Thus, this
includes prioritising the stakeholders and thus acknowledges the CSR strategy. SPH
have considered environmental sustainability in priority other than their employees
(Mio et al., 2017). There are various stakeholders, where the interest of stakeholders
is associated with the company’s activities and strategies pertaining to CSR.
4. Alignment of economic and social responsibility – This character reflects the balance
between profitability of the company and stakeholders interest. It can be said that this
character has been identified through SPH sustainability report (Epstein, 2018).
5. Values and practices – CSR strategy must reflect a specific set of practices and values
that could involve environmental and social issue.

CORPORATE SOCIAL RESPONSIBILITY 5
6. Beyond philanthropy – CSR is considered to be Philanthropy in some of the nations
across the globe. This character reflects that the CSR activities impact the core
business functions and must support the same (researchgate, 2019).
Carroll's Pyramid
Business responsibility reflects a common perception by the researchers that is to maximize
business profit. Carool’s concept reflects modern business responsibility through four key
states that are the four components which are found to be complimenting each other as per
the model. For instance this initiated by economic responsibilities, legal responsibilities,
ethical responsibility, and philanthropic responsibilities. This reflect that the CSR of business
be founded on the basis of profitability of the business and all the other components are based
on this (Goffin, 2017). Law and legal norms are to be considered as wrong or right that is to
strategies by obeying the law. Another component is to be ethical that reflect the obligation
for the company to do the right, avoid harm, doing just and fair. Last component is to become
corporate citizen that will include contributing the resources towards improvement of quality
of life and community. Considering, SPH CSR strategies, the company has been working
toward these components and Philanthropic responsibilities are considered to be
acknowledged (research-methodology, 2019).
Figure 1: (Source: (research-methodology, 2019)

CORPORATE SOCIAL RESPONSIBILITY 6
Stakeholder-Theory
Edward freeman has introduced this theory which reflects CSR to be the mirror image of this
theory. According to this theory, business participating around the community pertaining to
environment and ethical norms considering the interest of all the stakeholders. This theory
has been contributed by listing and identifying the groups and individuals that will be
impacted by the actions taken by the company. This may include the type of publication and
responsibility that are imposed on particular organisation moreover the stakeholders that are
associated with the company include hold of cooperation in the right manner and obligate tree
participation in directing the organisation (Epstein, 2018). The theory reflects the
stakeholders which are depending upon type of business that is being conducted. The most
common stakeholders that have been identified in most of the businesses our customers,
suppliers, shareholders, workers and community. Moreover, this theory includes the
stakeholder ethics which reflect the purpose of the organisation that is to maximise the profit
but considering the human welfare. The profit maximising strategy must be considered with
the collective bottom line approach that can be defined as impact of actions taken by the
company on all the stakeholders. Does it can be said that through this theory a company is
acknowledging the obligation to words the stakeholders and taking action taking
consideration the impact on all the stakeholders (Amabile & Rigolizzo, 2015).

CORPORATE SOCIAL RESPONSIBILITY 7
Three-Domain Model of CSR
Figure 2: Source: (researchgate.net, 2019)
This model of CSR represents the domains which reflect the expectation of actions taken by
the corporates which must be in the limit of the presented domains. The domains include
legal domains, ethical domains, and economic domains. As the diagram reflects these are five
domains as the results of overlapping domains. For instance the legal domain includes the
legal obligation of the company while conducting business activity which must be considered
by the company. moreover the ethical domain reflect the ethical responsibility of corporations
that needs to be acknowledge and work within the limits of this domain that is expected by
the stakeholders and general public. Some of the general ethical standards include
consequentialist, deontological and conventional standards which need to be abide by SPH as
well while conducting business (researchgate.net, 2019).
CSR strategies
Corporate social responsibility of Singapore press holding has been concluded various CSR
activities and company has been included plans pertaining to sustainability and CSR
strategies. The company has planned CSR strategies of five pillars which reflect the strategy
of SPH. The five strategies or pillars include

CORPORATE SOCIAL RESPONSIBILITY 8
1. Arts and culture – This is one of the pillar that reflect company strategy of SPH
music series gifts that consider 13 free concerts of various communities in shopping
malls, parks, heartlands, and Esplanade. The company provide platform to showcase
music talents of Singaporeans in order to encourage fresh talents. Thus, the company
found to acknowledge social obligation and ethical domain through these CSR
strategies.
2. Charity and community – The Company have launched a program named double the
love which is based on charity campaign. Through this campaign the company has
donated to community chest around $426,000 in order to help children with
vulnerable seniors, special needs and disadvantaged families. Through this strategy
the company focus to consider social obligation that is to spread happiness among the
disadvantaged individuals. The amount raised by the company has found to be
increased every year when it comes to charity by the foundation. Other than this the
company has also initiated the straits times school pocket money fund in order to
provide pocket money to children’s that are not from high income family with the
purpose to help the low income students with association with schools. This was
initiated in 2000 and has helped 170,000 children (Doppell, 2017).
3. Nature and conservation – another pillar that has been considered by the company that
is to acknowledge environmental obligation. The company has initiated the program
towards this approach in 2016 that is SPH green fund that was to contribute towards
the green projects. The organisation has also introduced another campaign in 2019
that is SPH earth day for which the company collected textile of 500 kg for the
purpose of textile recycling in order to work towards the resources from environment.
Through this campaign the company has also work towards promoting reduction of
food wastage and eco lifestyle through eco bazar. The company biggest event or
campaign based on this pillar was in Jan 2019 sustainability festival eventFest that
was to support and inspire the visitors to promote responsible living like zero wastage,
and consider plant based diets (sph, 2019). This was the biggest event as this included
stalls ranging from green entrepreneurs, and NGO’s. The visitors that has attended the
fest attended the talks, sampled plan based food, similar minded engagement, talks,
swapped books and also search for the volunteers for environmental causes donation.
Moreover the company with the objective of encouraging recycling among the staff
members, for the company included SPH Flea market that was able to raise $6817 for
the beneficiaries. Another activity that has been considered by the company

CORPORATE SOCIAL RESPONSIBILITY 9
considering this pillar includes sponsored waterways watch that was the program to
target students and specific projects to understand the nature effectively (Whelan &
Fink, 2016).
4. Education – Another pillar that has been work towards the stakeholders and society
include education. Through this strategy the company encourage analytical skills and
media literacy through classroom sessions. The company introduce various programs
and events like SOTA that was the creative writing competition in order to attract
student in order to nurture passion for young writers, in this around 1500 students
participated. Moreover the Chinese language journalism fund by the company has
been able to reach 2000 children in schools so as to consider educate them about the
danger of fake news, journalistic skills and impact over the students through comic
sketch presentation (sph, 2019).
5. Sports – Another pillar that has been focused by SPH through its sustainability report
is sports, the company believe the important of sports and cause to encourage the
same. For instance, the campaigns or programs that have been considered by the
company as per this pillar are Tohoukball championships through SPH foundations
national primary schools. The company has also included SPH schools relay
championships that was held in 2019 in February. Through this campaign 32 schools
were included as participants in competition. The programs contributed towards
identifying ready athletes and competent sports person that would be contributing in
the national development and gain competitive experience to participate in future
national level competitions (sph, 2019).
Stakeholder engagement – This is one of the aspects that the company consider which can
be identified through the literature of stakeholder theory above. The company has
considered interest of various stakeholders in order to take actions. For example, the
quality assurance has been considered for the interest of customers, employee’s interest
reflecting work life balance for them. Moreover, stakeholders like business partners, local
communities, trade associations, advocacy groups and welfare organisations, investors
and shareholders and media and industry partners.
Responsible supply chain management – This is also one of the effective CSR strategies
that is the company has found to be committed to work with ethic al, transparent, socially
and environmentally responsible suppliers. The company work within legal domain by
compliance with regulations, rule and laws.

CORPORATE SOCIAL RESPONSIBILITY 10
Recommendations
1. Alignment of CSR with business strategy – The Company has considered various
CSR strategies. This may include considering the use of press release through CSR
activities of the company as the company have not considered the economic
dimensions as identified from the three dimension model previously. Moreover, this
may also include the activities to be associated with the vision, mission, and objective
of SPH business (Amabile & Rigolizzo, 2015).
2. Areas of health – Through the existing CSR strategy of the company, the company
has majorly focus towards education, and sports, and art but have not found to be
focus on health. This may include promoting health by sponsoring Health facilities
and health centres. The company have raised money for the children with
disadvantaged family. However, the recommendations for SPH CSR strategy is to
integrate health as one of the area to be consider through corporate social
responsibility (Russell, J.D & Hull, 2017).
3. Employees engagement – The ethical obligation towards employees are another
recommendation to SPH through its CSR strategies. Through this the company could
involve employees, delegation of work, employee incentive plan, transparency among
the employees and ethics and principles must be clear. Other than these norms, the
CSR strategy may also include to focus on culture of the organisation (Asfaw et al.,
2015).
4. Women empowerment – Media is one of the strongest mode to communicate the
interest of public. Thus the company can include women empowerment, women
issues as one of the area to increase the awareness among the people in interest of
women and promote equality in society (Pathak, 2014).

CORPORATE SOCIAL RESPONSIBILITY 11
Conclusion
From sustainability audit of Singapore press holdings, it can be concluded that Singapore
press holding is Singapore based Media Corporation that include business in digital, print,
outdoor media, aged care, radio, and property. SPH have considered environmental
sustainability in priority other than their employees. SPH has been directly working to
contribute in global sustainability agenda by disseminating the information pertaining to
environment
The company has planned CSR strategies of five pillars that are Arts and culture, Charity and
community, Nature and conservation, Education, and Sports. The Company have launched a
program named double the love which is based on charity campaign. The company has
initiated the program towards this approach in 2016 that is SPH green fund that was to
contribute towards the green projects. The company introduce various programs and events
like SOTA to attract student and consider educating them. Stakeholder engagement and
Responsible supply chain management are other two CSR strategies of SPH. The company
provide platform to showcase music talents of Singaporeans in order to encourage fresh
talents that consider 13 free concerts.

CORPORATE SOCIAL RESPONSIBILITY 12
References
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and work environment supports. The Oxford handbook of creativity, innovation, and
entrepreneurship, p.61.
Asfaw, A.M., Argaw, M.D. & Bayissa, L., 2015. The impact of training and development on
employee performance and effectiveness: A case study of District Five Administration
Office, Bole Sub-City, Addis Ababa, Ethiopia. Journal of Human Resource and
Sustainability Studies, 3(04), p.188.
Bombiak, E., 2018. Green Human Resource Management as a Tool for the Sustainable
Development of Enterprises: Polish Young Company Experience. Sustainability, 10(6),
p.1739.
Doppell, B., 2017. Leading change toward sustainability: A change-management guide for
business, government and civil society. London: Routledge.
Epstein, M.J., 2018. Making sustainability work: Best practices in managing and measuring
corporate social, environmental and economic impacts. London: Routledge.
Goffin, K., 2017. Sustainability and new product development.. In Cranfield on Corporate
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environment to CSR and sustainable development. Journal of World Business, 51(1), pp.23-
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