Universities and Corporate Social Responsibility Performance: An Implosion of the Reality
The paper examines the need for universities to carry out corporate social responsibility programmes. Two theories were used as theoretical framework for the study (stakeholder’s theory and uncertainty reduction theory). The qualitative research method was used as the research method while personal interview was used to gather data from the respondents. The population was made up of members of Nigerian Institute of Public Relations (NIPR), Plateau State Chapter. Ten public relations practitioners were interviewed on the need for universities to carry out corporate social responsibility programmes. Responses from the interview show that universities ought to be socially responsible to their stakeholders. Findings further show that CSR helps organisations, including universities to improve on their image. Findings also show that there are various areas of CSR universities can pay attention to; these areas are: economic responsibility, philanthropic responsibility, environmental responsibility, employee wellness and health, employment of qualified lecturers and legal responsibility. The paper therefore concludes that universities in the world over need to always engage in corporate social responsibility so that they can win the goodwill of their stakeholders. Based on the conclusion therefore, the study recommends that universities should endeavour to be social responsible, if they want to win the goodwill of their stakeholders and should endeavour to communicate their corporate social responsibility programmes to the stakeholders so that the stakeholders will understand them.
Key words: Universities, corporate social responsibility, performance and goodwill