WHY ME

As a young lecturer, joining this internship program would give me more knowledge
and experience to share with my students. I am a lecturer in STIKOM Semarang, a
communication science institution of higher education, since 2012. I teach human
communication and marketing communication subject. I have to absorb the communication
science knowledge as much as I can, not only in a formal mode like in the university but also
in a practice life. I will take all the chance to improve my knowledge about it. I have already
learnt the theories and the matters in class, got the practical case and the examples from a
workshop, and joined a part time job in mass media (local radio, news program in campus TV
and event organizer for exhibition). Joining internship program in international company is
becoming my desire to broaden my knowledge about communication science. By joining it, I
will have so many information and experience about how the international company works,
what their marketing communication strategy is, how they design CSRs activities and many
other practical knowledge and carry it out. It will be useful for me and I can multiply the
effect by sharing this to my students.

Second, I love to learn new things. For me, study is not only an obligation but also a
challenge to enrich my knowledge and to advance my skill so I can be useful for myself and
others. Studying something new, would make me wiser because I realize there are so many
things I need to learn and explore more. I am a kind of an explorer to my own curiosity of
any good books. It resulted in having an excellent mark since I was in elementary school. I
finished my degree with 3.87 (out of four) GPA for 150 SKS (normally only 144 SKS). I was
awarded the highest GPA in my faculty in April 2012. I always have a perfect point (4.00) in
every semester during my master program. This is my last year, I am finishing my thesis now.
It is about how a local newspaper in Semarang, Central Java deals with their marketing
communication when the penetration of the internet audience is growing rapidly.

In addition, I like to meet new people. I spent my childhood and my school in many
different places. I live 12 years in a big city Bekasi, West Java, spent my high school time in a
little suburb in Central Java, and went to college in Semarang. With this nomadic life, I met
a lot of people with different culture and different way of life. I learnt that every person has
their own unique way to understand and to live this life. So that, I realize that empathy,
respect to each other and being open minded are very important point to have for living in
harmony.

To summarize, I would say that I should be chosen for this internship program because
of three reasons. They are my willingness to share what I have learnt, the way I love to learn
new things and my interest to meet new people. What I have done so far, make me realize
that the best person in this world is someone who useful for herself, for other person and for
her environment.
 Concern in Corporate Social Responsibility (CSR)
As The Main Business Philosophy for SCG Thailand

Corporate social responsibility (CSR) is one of the business approaches that should be
applied in every modern company nowadays. CSR can be defined as a companys obligation
to manage its activities to protect the interest of its entire stakeholders (Mullerat,2010:14).
Its not just about picking a charity to donate every year, but it should be ingrained into every
fibre of the business, from reducing carbon footprint to ensuring the welfare of the companys
global workforce and ensuring products that are built to the high standards which consumers
expect and deserve (Epstein-Reeves,2012). CSR is becoming urgently needed not only for the
company to protect the environment and to take active role in social issues but also to engage
the consumers. In this modern era, consumers become critical and expect the companies to do
more than profitable activities. Based on the study by Ipsos Australia in 2013, eight of ten
respondents believe that CSR is important and 77 percent of them thought that companies
should be doing more to contribute to society (tec.com.au,2013). In adition to that, the aim of
this approach is to build a good image and a positive reputation for the stakeholders. These
are important to drive the growth of the company and to ensure the companys future
sustainability.

One of the companies that has concern in the CSR above is Siam Cement Group
(SCG) in Thailand. SCG has five core businesses in chemicals, paper, cement, building
material, distribution and investment. Its a leading business conglomerate in ASEAN. SCG
was established in 1913 which has four business philosophies, one of them is concerned with
social responsibility. CSR becomes important for SCG because it has a philosophy to operate
business responsibly with ethics for their stakeholders. SCG is also aware its duty towards
society and it will fully perform its duty as a good company by contributing to communities
(SCG,2013:7). They started their CSR activities since 1991, now they already have some
awards like HRH Princes Maha Chakri Sirinshoms Trophy for Thailand Corporate Excellent
Award 2012 and SET Award of Honor in Best CSR 2013. They have three main aspects in
their 2013 CSR activities, first sustainable economy (value chain management, product and
services), environmentally friendly business operation (biodiversity, ecosystem, water
management, energy, climate change, sustainable resource management and green building),
and sustainable society (health and safety, employee caring, community and social
development).

Regardless of what has been done by SCG, CSR activities will be very meaningful if
its based on the needs of the community itself. This is not only to build the infrastructure
which related to environmental issue but also to build the people awareness about the
importance to live in harmony with other people and nature. Losing sense of humanity
becomes social crisis in this modern era. People started thinking of themselfs. Building
awareness about the importance of loving and caring the minorities -the powerless group
such as disable people, children, people with HIV, marginal tribes etc- will be a good idea to
be applied in SCGs CSR. To promote the value of altruistic charity and anti-bullying among
youngsters also becomes a very good idea to be promoted to them.
To summarize, CSR becomes very important for SCG to run their business to meet
consumer expectation from the company such as contribution to the society that is valuable to
them. This will strengthen the companys image in caring out its philosophy to play the role
in maintaining the harmony to live between the environment and the people around a part
from the business itself. Expectedly, the harmony can sustain and be shared together in the
long run.
DAFTAR PUSTAKA

CSRhub. 2014. The Siam Cement Public Company Limited.

http://www.csrhub.com/CSR_and_sustainability_information/The-Siam-Cement-
Public-Company-Limited/
Epstein-Reeves, James. 2012. Six Reasons Companies Should Embrace CSR.
http://www.forbes.com/sites/csr/2012/02/21/six-reasons-companies-should-embrace-
csr/
TEC .2013.Why corporate social responsibility is so important.
http://www.tec.com.au/resources/blog/october-2013/why-corporate-social-
responsibility-is-so-important/
http://en.wikipedia.org/wiki/Siam_Cement
http://www.forbes.com/companies/siam-cement/
http://www.scg.co.th/en/01corporate_profile/01_business_philosophy.html
Mullerat, Ramon. 2010. International Corporate Social Responsibility. Netherland : Kluwer
Law International