Samenvatting

Corporate Social Responsibility (CSR) cannot be separated from today's business world. The
ability for a business to reflect responsibility toward its stakeholders on its daily operation has
becoming increasingly important in recent years as the pressure to implement is constantly
higher. Consequently, there is a shift from obligation for "doing good to look good" to strategic
decision "doing good and feeling good".
The situation above creates a challenge for Hard Rock Hotel Bali (HRHB) to demonstrate its
CSR practice. Research, which was conducted by means of desk research, interviews, and
observations, has shown that HRHB already has clear concept of CSR embodied in its 4 core
philosophies: All is One, Save The Planet, Take Time To Be Kind, and Love All - Serve All.
However, the practice is somewhat unfocused and unclear to the stakeholders. More than half
of HRHB's employees are strangers to the term of "CSR".
Another main finding that may requires special attention is HRHB's relationship with the local
authority. During the research, difficulties were found in accessing the authority. It is expected
through solid interpersonal approach this barrier could be broken.
The purpose of this paper is to pinpoint the areas which need further attention so that the
practice can be more tangible. Therefore, the communication goals are to ensure the target
groups know how HRHB practices CSR and to generate belief that HRHB is socially responsible
hotel.
Local community, employees, local authority, and guests are the target groups of this plan
respectively; while the media serves as a channel. As it is acceptable to publicize CSR practice
through media in Indonesia, HRHB should not miss this opportunity. Communication objectives
are designed to meet what wants to be achieved per target group.
The following recommendations are to be implemented to obtain the desired results:
- Training sessions for employees
- Initiate events or hands-on participation which involve all target groups
- Maximize the use of website and e-newsletter to reach general public
As an official document that specifically records the CSR code of conduct was not found, it is a
must for the management to create one immediately.
The commitment from top management to provide financial and non-financial support is
considered to be critical for this plan. Nonetheless, the loyal engagement to CSR practice by all
involved parties will ensure the continuity of this plan.