Abstract:

Has strategic communication been institutionalized in Southeast Asia particularly in Malaysia? The purpose of this paper is to identify the importance of corporate social responsibility (CSR) initiatives as a projection of corporate identity of the organization. The study also aims to examine the impacts of CSR on corporate reputation, legitimacy and culture to the organization in building a favorable relationship between the organization and its environment. A survey questionnaire was administered to 285 practitioners in Malaysia. Results indicate that CSR initiatives are imperative in institutionalizing strategic communication. A greater focus on corporate reputation, legitimacy and culture can improve the favorable relationship between the organization and its environment. An empirical understanding of CSR initiatives as distinctive corporate identity projection is explicitly addressed by making reference to strategic communication literatures.