نقش شرکت های چند ملیتی در توسعه صنعت روابط عمومی ویتنام از طریق مسئولیت اجتماعی شرکت ها  Multinational corporations’ role in developing Vietnam’s public relations industry through corporate social responsibility

1. Introduction Corporate social responsibility (CSR) is a relatively new concept in Vietnam, mostly driven by multinational corporations (MNCs), development agencies of Western donor countries and other international organizations (Hamm, 2012). Following sweeping economic reforms in 1986 that saw Vietnam open its doors to the world, the United States’ cancelation of its embargo and Vietnam’s inclusion in the World Trade Organization in 2007, Hamm (2012) contends Brammer et al’s (2012) proposal to view CSR as an institution of transnational governance is relevant to Vietnam because CSR is pushed by international and transnational actors. Hamm (2012) argues that despite the potential for CSR to help further develop Vietnam as an export-oriented market economy, the country lacks a public CSR policy and the Vietnamese government’s responsibility needs to be clarified in light of challenges Vietnam faces including the lack of a legal foundation and weak law enforcement:It seems there is a rather pragmatic reception of CSR in Vietnam because Western buyers ask for it, funding is being provided to enhance the topic atthe political level and as a research focus, and furthermore an overall competitive advantage in the global economy is expected. Up to now, however, there is no clear responsibility for CSR within the government. More or less parallel and scarcely linked is a traditional focus on philanthropy or community investment . . . this is typical for developing countries and often goes hand in hand with a mere superficial adaptation of CSR as a marketing strategy. (p.7) A 2012 survey by the Vietnam Academy of Social Sciences investigating socially responsible practice among Vietnamese businesses revealed that many local companies have not adhered to minimum standards of CSR (Ha Noi moi, 2012). Business misconduct, lack of basic employee benefits and deliberately causing environmental damage were identified as the most common offenses. Meanwhile, MNCs have played a central role in pushing both CSR and public relations (PR) in Vietnam, with American and European MNCs introducing “modern”’ PR practice to Vietnam in the 1990s through Western practices adapted to the country’s business setting and knowledge transferred to local employees (Mak, 2009).As international companies conducting business in Vietnam, MNCs can clearly benefit from knowledge of international and local markets, and insight into extensive international and local CSR and PR understanding. Therefore, the authors argue that MNCs are in a position better than that of other organizations to advance CSR and PR in Vietnam. While the authors acknowledge that CSR and PR are not the same thing, they believe more investment in, and promotion of, CSR would help further develop Vietnam’s emerging PR industry in a favorable direction.