CHAPTER I THE PROBLEM AND ITS SETTING

Introduction Coinciding with some corporate ethical disasters, many organizations have been communicating information on their corporate governance, ethical practice and social responsibility. Media organizations such as Radyo Natin- Guimba have integrated Corporate Social Responsibility into their Corporate Philosophy, Mission, Vision and Goals. Some local NGOs have identified Corporate Social Responsibility as a new strategic area for action and in some case have set themselves up rather as defenders of the cause. Thus, CSR also provide an opportunity for differentiation and awareness that has increased in the mass media for communication. Radyo Natin- Guimba is one of the mass media communications practicing Corporate Social Responsibility and Good Governance to help improve the welfare of its society. The primary purpose of the station is to provide services for the public to integrate social and environmental concerns in their operations and in their interaction with their stakeholders on a voluntary basis. As a member of the mass media, they practice CSR for innovation, differentiation and legitimating which can be available to the society where they belong. Also, fostering the development of CSR in the community constitutes one of the cornerstones for their articulations of its competitive

advantage to give structure to the corporate vision of the station and for the vision of the country to attain sustainability and become part of the globalized world. Media Organizations like Radyo Natin-Guimba can use their website or the annual reports as communication tools for the voluntary disclosures f their non- financial information such as ethical behavior to its various stakeholders including their shareholders, employees, the government and the media itself to develop particular brand image for their organizations. Practicing CSR in particular has been an increasing interest as organizations recognizes their actions have an effect t its stakeholders as a whole. Now a days, Media Organizations are often criticized for unethical practice on the more vulnerable sectors of the society especially the children, therefore it is important to see how these communicators view their social responsibility and make an impressive entry on the economic, business and political aspects of the society.

Company History Community Visions and Initiatives of Nueva Ecija (COMVIS) In July 22, 2004, the Community Visions and Initiatives of Nueva Ecija (COMVIS), a non-stock, non-profit, non-government organization was incorporated with the Securities and Exchange Commission with registry No. CN200411234. The incorporators consisted of civic oriented individuals in the province. COMVIS was established primarily to respond to a need for communication facility that will serve community concerns and needs. However, given the expertise and
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experiences of individuals who initiated its formation, ranging from development work, health public service and journalism, the organization considered itself capable to respond in other development concerns in Nueva Ecija, In early 2004, the group learned of an open opportunity to operate a radio communication facility in Nueva Ecija, particularly in the town of Guimba, in partnership with the Manila Broadcasting Company. Inspired by the experience of Nueva Ecija Media Link in Sta Rosa, Nueva Ecija, which made meaningful success in community radio broadcasting, through news and talk shows that benefited the local community, the group saw a greater opportunity with a 500-watt station in Guimba. At the same time, there is a big need because Guimba and adjacent town are remote parts of Nueva Ecija, with limited access to other media networks.

Radio Natin-Guimba Radio Natin-Guimba (RNG) is a community based radio station and the core of Community Visions and Initiatives Incorporated (COMVIS), a non-stock non profit local Non Government Organization (NGO). Though COMVIS experienced adversity setting up a radio station, but determined to attain its goal, nevertheless in October 31, 2004 as the motorcade started, it also marked the beginning of a new change in the daily lives of the community of Guimba, Nueva Ecija. On this day, Radio Natin-Guimba (RNG) was finally launched and heard on the airwaves officially through 105.3 FM band in cooperation with the Manila Broadcasting Corporation (MBC).
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Bringing truth and honest broadcasting requires strong credibility that is easier said than done, the RNG team experienced a tight spot on its first year. RNG was caught on the hub, bringing accurate news and factual situations in Central Luzon amidst pressures from both ends of the local political spectrum. Equipped with the genuine principle to uphold truth, press freedom and community development, the team resiliently moved their way to raise their banner high not minding the dangers and troubles ahead.

Company Mission To contribute in raising the quality of life of the people of Nueva Ecija through the effective use of community radio and multi-media, extension of social and economic services and development of peoples capability to address their issues and problem.

Company Vision The efforts of COMVIS are geared towards the vision of society where the agricultural land is fully developed, pursued with the support of a regenerated and protected environment and rural industrialization. It is society where people live in atmosphere of peace that is based on justice and where the majority of the people enjoy the quality of life based on an equal distribution of wealth, opportunities and a just share of the fruits of their labor.

Company Goals COMVIS aims to realize: a. active communities equipped with knowledge and skills and working collectively towards their aspirations and objectives; b. rehabilitated forest areas serving primarily the needs of the people through collective utilization of natural resources; c. communities equipped with the ability to face and cope up with the effects of disasters; d. Concretely, COMVIS with the effort on mass media work in the province, it contribute and uplift the quality of life of the people thru: o effective use of community radio and mass media in addressing broad issues (human development, poverty, social inclusion, empowerment, business sectors, community level and catalyzing development effort of women, children, youth workers, peasants, workers, OFWs and professionals). o promotion of peoples initiative, fostering their pro-active role in channeling communication, interaction, and cooperation with any institutions.

Statement of the Problem Generally, this study aimed to find out the role of media in the sustainability of good governance and corporate social responsibility practices of Radio Natin-Guimba FM Station. Specifically, this study answered the following questions:

1.) What are the corporate social responsibility (CSR) practices of Radio NatinGuimba? 2.) How Radio Natin-Guimba practices good governance in the business? 3.) How Radio Natin-Guimba collect and allocate funds to do corporate social responsibility (CSR) practices? 4.) How are members involved in the good governance and CSR practices of the Radio Natin-Guimba? 5.) How are the CSR practices of being sustained? 6.) How are CSR activities chosen or initiated? 7.) How does RNG practice good governance in terms of accountability and transparency? 8.) What does media play on the sustainability of corporate social responsibility and good governance practices of RNG?

Objectives of the Study Generally, the objective of the study is to know the role of media in the sustainability of good governance and corporate social responsibility of Radio NatinGuimba. Specifically, this study aims to determine and enumerate the good governance and CSR practices of Radio Natin-Guimba and how these are sustained and initiated. Also, this will present how the radio station collects and allocates funds for its activities, considering that its radio station has its own expenses.
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Conceptual Framework The variables that have been operated in this study are classified into three types, namely independent, dependent and intervening variables. The independent variables of this study are the demands or requests made by a concerned citizen/s regarding on a certain problem or need of the society from its start of operation to May 2011. On the other hand, the dependent variable is the performance of community services or also known as corporate social responsibility with regards to demand or call made by the concerned citizen. Furthermore, there are variables that intermediate between the dependent and independent variables. These are the intervening variables. Intervening variables are the ones that connect causal relation between the dependent and independent variables. In the case of this study, the intervening variables are communication made by Radyo Natin-Guimba that disseminates about the need or demand of the concerned citizen regarding the problem or need of the community for the purpose of collecting funds whether in cash or in kind for them to perform community services or CSR activities.

Figure 1 shows how the different variables of the study work connectively: Independent variable Problems encountered by the external shareholders of Guimba, Nueva Ecija from the start of operation of RNG to June 2011 Intervening variable Communication made by Radyo Natin-Guimba that disseminates about the need or demand of the concerned citizen regarding the problem or need of the community for the purpose of collecting funds whether in cash or in kind for them to perform community services or CSR activities. Dependent variable The role of media in the sustainable Role of media in the sustainable performance of community services also known as corporate social responsibility with regards to demand or call made by the concerned citizen.

Internal shareholders participation to use media to communicate to the societys needs

Figure 1: The interrelationship of the variables of the study

Scope and Limitation of the Study This research study is conducted to determine the role of media in the sustainable good governance and CSR practices of RNG. This will be answered based on the activities mentioned the radio station have been conducting from the inception of the operation until June 2011. Focus in this study is the continuous CSR activities of
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RNG; however, non-periodic activities were also presented to feature other activities of the radio station. Internal shareholders are considered to measure the good governance of RNG. Good governance practice will only be limited on the safekeeping and transparency of funds and the credibility of RNG in giving balanced news. Good governance practice of RNG will be measured through accountability and fairness of the members of the station in reporting and fund sourcing.

Definition of Terms Corporate Governance: a term that refers broadly to the rules, processes, or laws by which businesses are operated, regulated, and controlled. The term can refer to internal factors defined by the officers, stockholders or constitution of a corporation, as well as to external forces such as consumer groups, clients, and government regulations. Corporate Social Responsibility: concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with stakeholders on a voluntary basis; encompasses the economic, legal, ethical and discretionary expectations that society has of organizations at a given point in time (Carroll, 1979; 1991) Ethical practice: to honor the beliefs, morals and values of your profession and to help others through the process of unbiased decision making. Station Manager: has the responsibility for the day-to-day operation of the station including managing the various departments, scheduling on and off air staff, dealing

with promotions and other advertising issues as well as ensuring that the station follows are regulations and guidelines. The station manager is also the liaison between the station owners and the employees and works to make sure that all employees are following the goals of the owners with regards to the type of station and level of professionalism. Manila Broadcasting Company - a radio and television network owned by the FJE Group of Companies in the Philippines. Its AM flagship station, DZRH is the oldest radio station in the country. The mother company of Radyo Natin- Guimba Pilot Areas: the barrios where the station conducts their CSR services Pamaskong Handog: a program done by the Radio Station Staff to give Christmas gifts to the poor children of Guimba Community Visions and Initiatives of Nueva Ecija (COMVIS): a non-stock, non-profit

organization that franchised Radyo Natin from Manila Broadcasting Corporation and established it in Guimba, Nueva Ecija Feeding Programs: program conducted by the station staffs and stakeholders to fight malnutrition Booklat-Aklat-Mulat: one of the corporate social responsibility practices of the station for Education Campaign in Guimba Plant Nursery: this is a program done by the staff and stakeholders of the station to help the students to become healthy well beings.

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Sustainability: method of harvesting or using a resource so that the resource is not depleted or permanently damaged Medium (pl Media): a medium of communication (as newspapers, radio, or television) that is designed to reach the mass of the people usually used in plural Staff House: the two-storey residence of RNG employees located at the back of their radio station

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CHAPTER II REVIEW OF RELATED LITERATURE

Foreign Literature

A new report on Corporate Social Responsibility (CSR) and Sustainable Development (SD) says the media have the most powerful influence on how people and politicians think about and act on CSR and SD, but t ypically overlook significant, longer-term trends in favor of dramatic and immediate news. The report also finds that, as businesses themselves, key media institutions are amongst the least transparent and accountable organizations in the world, and are likely to come under increasing scrutiny in their own right. (CSR Newswire, January 30, 2002)

Progress with sustainable development requires the involvement of all sectors of society, not just business. The medias understanding and sustained intelligent coverage of the Corporate Social Responsibility (CSR) and Sustainable Development (SD) agendas is a necessary precondition for real progress.

The report explained that the two main reasons, why the media doesnt pick up on issues related to Corporate Social Responsibility, until its too late (or at least until a disaster occurs in a corporation) are: Firstly because evolution has equipped us to respond to big, noisy, immediate threats, and to ignore problems that may present even

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greater risks, but which build more slowly. The second reason is for commercial selfinterest, since many journalists that were interviewed wanted better coverage of the triple bottom line issues and trends, but their marketing people argued that readers, listeners or viewers are switched off by it. As a result, media companies prefer not to cover such issues in order to keep audiences happy. This makes intuitive sense,

although some argue that the media under-estimates the audiences readiness to tune in, if such issues are well presented. The key challenge is to find a way to tell these stories in a manner that engages, makes the connections to the big picture and touches peoples lives. (Slavin T. Observer, Good News & Bad)

What has been mentioned earlier about the reasons why the media does not pick up on such issues was experienced in some countries that have also implemented the

Enhancing Business Community Relations project, specifically Ghana and the Philippines. For example, in Ghana, when soliciting media coverage for his efforts related to the business-community field, the project managers requests were either turned down, or not taken with enthusiasm. On one specific occasion, of the 20 media houses that were invited to cover an event, only six turned up. In addition to that, all the print media personnel demanded money before featuring the event in their newspapers because such issues do not sell papers and therefore allocating space for the event was considered a very big favor. (Boetang. J., Business Community Relations Specialist, Ghana)

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Local Literature

Education The Department of Education (DepEd) is targeting a 1:1 book-to-student ratio in every subject, starting with English, Mathematics and Science books which, at present, are "more than adequate." Books are updated/change every five years. But fortunately, the book ratio is 1 to 10 against the ideal ratio of 1 book to 1 student. And for every 10 Grade 1 students enrolled in the current school year, three of them will not finish elementary and four will not graduate from high school, according to studies made by the independent think-tank IBON Foundation. "Worsening economic conditions in the country have denied millions of children the right to a decent education as shown by increasing dropout rates," Sonny Africa, IBON research head, said in a statement furnished the Inquirer. Many of the school-age children might have been forced to leave school to earn a living. In 2006, 2.5 million children aged 5 to 17 were working either to augment family income or simply to survive.

Food versus Disease Joblessness depletes our peoples capacity to buy food as health situation in the communities (Philippines) get worst. According to Ibon Foundation, last year figure, with 4.1 million people unemployed and 7.5 million more that are underemployed, more than 50% of the population or 46 million people are suffering from involuntary hunger is doomed to increase drastically.

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Furthermore, continuous increase in the prices of basic commodities aggravates serious threats to the health of poor Filipinos. Price hike on food supplies such as rice, a staple for 90% of Filipino families, translates into ceaseless days of hungry stomachs and weaker bodies of millions of families who live way below the poverty line. These poor families with one or more of its member are suffering from illnesses, strive more for food than the needed medical attention. Medication comes later and

consequently realized only when the disease is on the terminal stage.

News Broadcasting As its dictum states, Una sa Balita, Una sa Public Service, the station stays true to its promise of serving Filipinos worldwide by providing news, commentaries, entertainment and public service every day, any hour, every timeon-air (DZMM 630), online (DZMM.com.ph), on-TV (DZMM TeleRadyo) and on-site through its special projects. For 23 years now, DZMM successfully managed to endure and outlast the many trends and transformations that the country and the Filipino people faced. With its tradition of excellence, the station never stopped improving, innovating, and keeping its pace in terms of program development and quality broadcasting. Through the years, DZMM remains loyal to its audience as it tirelessly hears out and responds to their concerns, pains, and dreamsgiving them the latest news and most interesting features that matter most to every Filipino family.

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ABS-CBN affirms its social responsibility in its slogan, "In the Service of the Filipino", and through the work of ABS-CBN Foundation. Through multimedia, the foundation has delivered E-TV (Educational Television) VCDs to hundreds of public schools in the country that benefitted students. The foundation is also the umbrella organization of such foundations such as the Knowledge Channel (KCh)

Foundation, Bantay Bata (Children's Watch), Bantay Kalikasan (Environment Watch), and ABS-CBN Bayan Foundation (formerly, ABS-CBN Bayan MicroFinance).( http://en.wikipedia.org/wiki/ABS%E2%80%93CBN_Corporation)

Media as used in the Philippines as an intermediary to conduct CSR activities of corporations. ABS-CBN itself uses media to extend assistance, as termed public service, to its external shareholders. One of its conglomerates, the DZMM 630 AM, has the following shows which aimed to help its listeners.

Aksyon Ngayon Global Patrol

Hosted by Kaye Dacer and Julius Babao, Aksyon Ngayon Global Patrolcontinues to bridge the government, its officials, and its services to Filipinos anywhere in the world. It gives to the problems and concerns of our less fortunate Kapamilyas through its Aksyon Ngayon Center that operates for eight hours, five days a week. From 11:00 AM to 12:00 PM on weekdays, those in need of immediate government assistance can directly communicate with concerned agencies (like SSS, GSIS, LTO, and others) in person or via telephone. The program also links those who need help and donors while

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its on-air bulletin, Panawagang Bayan, airs peoples concerns from lost possessions to finding missing loved ones.

SikaPinoy Anchored by Nelson Lubao, the program was inspired by the success of Project SIKAP (Skills Improvement Knowledge Application Program), a series of free livelihood seminar workshops on DZMMs 15th anniversary, SikaPinoy was introduced on air. It is an on-air livelihood program that brings creative and effective methods to promote small businesses and encourage the ordinary Filipino to start his own venture. The program features success stories of new small-scale businessmen as wells as skills and technology training of different agencies. Resource persons and experts from different private and government agencies are invited to the program for added information and insights. SikaPinoy also gives tips on how to become successful and productive. Airing every Sunday, 8:00 AM to 9:00 AM, SikaPinoy gives its listeners the chance to actively participate in the discussion thru text or by calling in the station.

Usapang de Campanilla Send a text message, an e-mail, or call the shows top-caliber lawyers Attorney Danny Concepcion and Attorney Claire Castro with Miss Rosel Manahan and get answers to far-reaching topics and cases that you will definitely learn from, without paying fees. This DZMMs Usapang de Campanilla can be heard from Monday to
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Friday, 8:30 PM to 9:30 PM, and have your complicated legal problem answered straightforwardly.

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CHAPTER III METHODOLOGY

Method of research used

The descriptive method of research was used in this study. The descriptive method is a general procedure employed in studies that have for their chief purpose description of phenomena.

Method of collecting data

Personal interview was chosen by the researcher to gather accurate and updated information about the entity. Most information disclosed herewith is through personal interviews from the personnel of RNG. Furthermore, additional and specific data were gathered through references provided by the interviewed personnel, such as referral to past records. Jotting down of notes was primarily used to record the data given by the RNG personnel. In addition, during the interview, mobile phone recording was used to record and assist the collection of data. The researcher interviewed the manager for the administrative related matters and the employee for the general information.

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CHAPTER IV PRESENTATION AND ANALYSIS OF DATA

Airing Time and Local Programs of RNG Monday to Saturday 9:00 AM 12:00 NN Program Local News and Public Affairs Program: GuimbaNgayon Talkshow Balitang Bayan Gitnang Luzon Boses ng Samabayanan, Tinig ng Katotohanan (commentary) 5:00 PM 7:00 PM 7:30 PM 10:00 PM Sunday 5:00 AM8:30 AM 8:00 AM 9:00 AM 7:00 AM - 10:00 AM Ilocano TI Agsapa (Tugtugan Ilocano sa Umaga) Manalig Ka (Religious Program) Harana: Ang Himig Natin sa RNG Musical Program: The Rocking Chair Harana: Ang Himig Natin

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Sources of Information for the Local News Information of local news was taken from the following institutions and organizations: 1. Philippine National Police, PHQ, Provincial Mobile Group 2. Sangguniang Bayan or Guimba Town Hall 3. Guimba Public Market 4. Strategic Schools and Universities 5. Linkages to different agencies ( Department of Agrarian Reform, Department of Agriculture, Department of Trade and Industry) 6. Courts 7. Different Barangays 8. Peoples Organization

Coverage Areas: with clear signal (35 km radius) NuvaEcija: towns of Guimba, Talavera, Muoz, Lupao, Talugtog, Cuyapo, Nampicuan, Quezon, Licab, Aliaga, Zaragosa, Sto. Domingo, San Jose, Pantabangan, Rizal, Bongabon, Cabanatuan, Palayan, Gabaldon Tarlac: Pura, Victoria, Gerona, Anao, Ramos Pangasinan: Umingan, Rosales, Balungao, Asingan, San Quintin

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Outreach Programs as CSR Outreach programs are conducted through broadcasting and service (for community). Projects are directly implemented within the company, as they are the ones asking for donations and participate on those outreach programs. The company is a community radio. Mixed programs are played, and such outreach programs are conducted are done in relation to the mission set by COMVIS, the company that franchised RNG from Manila Broadcasting Company.

Pilot Areas Pilot areas are selected from the poorest of the poorest barangays in Guimba by the RNG personnel. However, such pilot areas are eliminated or reselected if the people living in the barangays did not participate in the previous CSR activity. Data are gathered from DSWD Office of the municipal hall of Guimba. Pilot areas function as the first area where CSR activities will be conducted. Trials are made in determining the possible errors if the activities will later be conducted in larger areas. Criteria for selecting pilot areas are as follows: People living in the barangay are farmers Poorest of the poorest barangays Participative residents

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However such barangays can be selected as pilot areas upon request of the residents. CSR activities initially done in such pilot areas are GulayansaBakuran, BuklatAklatMulat, and Nutrition feeding programs.

The birth of RNG Political, Economic, and Technological Description October 2004 when a branch of RadyoNatin was first established in Guimba. This establishment was being questioned by the local politicians, that it would be used by the current politicians for political ambition. However, RNG has become transparent to all politicians, as the company has accepted political advertisements from various politicians. Economically, poverty is extreme in Guimba, national in general during the Arroyo administration. The 500-watt transmitter with a broadcast coverage hooked thousands of listeners within 20 municipalities or around 500 barangays in Nueva Ecija, and some towns of Tarlac and Pangasinan provinces. With its existing physical facilities, signal is clear within 36 kilometer radius using a directional antenna. Aside from being the only radio station in Guimba, with a well- developed news and public affairs programs and talk show, eventually it developed a website to cater OFWs and Filipino migrants abroad of fresh local news and events. At present, a very substantial number of hits per month in 29 countries were recorded wherein most hits came from the United States, second from the Philippines and third is from the Netherlands and 4th from Canada as of October 2007.

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RNG projects a wider coverage in the future but our resources is yet considered as scarce with two (2) motorcycles as a means of transportation to gather fresh news from places. Office supplies and equipment and booth equipment mostly came from donations and borrowed from benevolent citizens just to bring quantity and quality broadcasting and website materials.

Sustainable CSR Practices Radyo Natin-Guimba uses the term Operation Damayan for its series of CSR practices conducted first in their pilot areas, then to the various places in Nueva Ecija. Presented below are the CSR activities of the RNG conducted every year. All CSR practices made by the RNG are conducted through the assistance and sponsorships from various people and groups, locally and abroad. No part of their advertising income goes in RNGs support for CSR activities, same as no part of the donations the radio station receives is put aside for the radio station expenses.

Presented below are the CSR practices of the Radyo Natin-Guimba conducted since its inception. Its first CSR activity was dated 2006 when a diarrhea outbreak took place in Guimba. RNG broadcasted the mentioned problem. Many individuals donated bottled water and some sent money to the victims through the radio station. Starting this, RNG has started broadcasting the possible solutions to local problems of community.

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Operation Damayan: Booklat-Aklat-Mulat Activity first conducted: October 24, 2008

The Department of Education data shows in 2007: 15% of pupils who passed Grade 1 did not show up for Grade 2 during the school opening 10% of those who finished Grade 2 did not return for Grade 3 One (1) out of every four (4) dropouts in public schools will never learn to read, write or count mastery of Grade 3-level competencies in all subjects; therefore, not all graduates are functionally literate The book to student ratio is 1:4 (science and math) 1:10 (other subjects) Many teachers have only books for reference materials for their board work particularly in Barangay Macatcatuit and Yuson, Guimba.

Concept of RNG Booklat-Aklat-Mulat Based on the reported data from the Department of Education in 2008, RNG initiated the Booklat-Aklat-Mulat (Open a Book for Awareness), a barangay library that promotes readings among public school children and out of school youth. It is a support structure for literacy and educational campaign within the communities of Guimba and nearby towns. This RNGs flagship public service program is in collaboration with the Children International Philippines Housing Foundation Inc. (CIPHFI).

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Booklat-Aklat-Mulat has been initiated in two pilot areas and through continuous sourcing of books, the project will also be implemented in other communities. Book Drive is conducted in different private schools to generate donation of old books for the less privilege young people of Guimba and nearby towns. Two public elementary schools specifically Macatcatuit Elementary School and Yuson Elementary School were at first identified as pilot school in conduct of such activities in their respective barangays in Guimba.

History Before, around four months ago, each of our pilot area initially acquire with more than 300 assorted books last year, not enough to fill up the need to educate children for the 64 barangays in Guimba whereas majority was in the poverty level. Now, through the effort of Radyo Natin-Guimba in collaboration to Children International, there were more than 14, 000 hardbound used books in Science, Math, English and General References with according to CI-PHFI estimated value of $12,000 for elementary and high schools under the schools Division of Nueva Ecija, District of Guimba. Morning of March 5, 2009 a 40-footer container van having 20 pallets of books arrived in Guimba. RNG staffs and others around 25 volunteers came from Barangay Sta. Veronica and Sto. Cristo, Guimb assisted the unloading and sorting of books. And for its safety, books were situated in a wide-space area of RNGs staff house waiting for distribution. Twenty-four (24) public elementary schools were identified as beneficiaries (See the following table), plus four (4) high schools and two (2) other institutions (see appendix for the list).
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Objectives The objectives of the activity are as follows: To encourage reading among public school children and out of school youth; To promote importance of reading for the development of society and increase awareness by exposing young children to a wide selection of reading materials and multi-media;

To create environment for pleasurable reading corners, audio visuals, workshops, and other literacy programs; and Become a fully resource learning center for the community including internet access.

Activities The activities conducted in the Booklat-Aklat-Mulat are storytelling, art drawing sessions, essay, writing, poster making/painting, slogan making for awareness campaign, educational tour/camping, school paper bulletin, tutoring, film showing, and teatro.

Pilot Area and Beneficiaries Beneficiaries in the pilot area are daycare pupils, elementary and secondary in the future students and out of school youth in Barangay Macatcatuit and Barangay Yuson, Municipality of Guimba.

Operation Damayan: Gamutang Bayan sa Radyo Natin-Guimba

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Activity first conducted: August 30, 2008

Early morning of September 2006, a resident from Barangay Cavite, Guimba, Nueva Ecija, entered inside RNG office with two arms carrying his ailing wife who hardly cant walk nor sit. It was learned those minutes before, they had just checked out from Guimba District Hospital, a government secondary hospital, to seek better medical services at the provincial hospital in Cabanatuan City. Medical referral was given but no available ambulance to bring his wife to the City. More than the grievance, the man asked for a financial assistance to fuel available ambulance managed by other government unit. That morning, RNG shouted the said grievance and the needed assistance as one corner of the 12 square meter lobby area of the radio serve as a patient ward, using the 6 feet x 1 foot wooden bench as bed. Minutes later, Barangay Chairman of Cavite, appear to the station and talk to his constituent then after an hour, ambulance from the Office of Mayor, arrived and fetched the couple. The said Barangay Chairman also gave P500.00 to the patient. Other, came to seek blood donation for a dengue patient and financial assistance to sustain a patient medication.

History Way back 2006, Radyo Natin-Guimba felt the needs not only to broadcast various medical information, but even more, extend direct and actual medical assistance for the needy populace. Thus, after two years, RadyoNatin-Guimba

launched Gamutang Bayan sa Radyo Natin-Guimba last August 30, 2008, as a

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response to the medical needs of the indigents. RNG with its microscopic resources, cry loud for mobilization. Barangay health workers, community volunteers and health professional were invited to render free clinic services every Saturday morning. Simultaneously, as the discussion on air goes inside the radio booth tackling illnesses, community health problems and issues, a "clinic cum botika" in front and at the back of the radio station was arranged. Thus, medical check-up, medicines, herbal, reflexology sessions and dental service were made available once a week for the benefit of the poor families in Guimba and nearby towns.

Pamaskong Handog Activity first conducted December 2005

This activity was conducted through the efforts of RNG by disseminating information to the stakeholders regarding the approaching Christmas season. Last December 20, 2005 was the fifth time that RNG will give noche buena for the needy residents from various parts of Guimba. More than a thousand bags, containing half kilogram of pancit noodles, half kilogram of macaroni pasta, one loaf of bread, one cup of margarine, and two kilograms of rice, were given to a thousand families from 17 barangays of Guimba.

Determination of Priority Beneficiaries Through the aids of their barangay captains, priority beneficiaries were determined indigent families from 17 communities of Guimba.

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Preparation

Staffs and volunteers of RNG repacked the gift packs in the Staff House where the n kind donations were temporarily placed for repackaging. Two intern-volunteers were also assigned, Harem Sicat and Jovy Astrero (advance team) to prepare each barangay, the venue for distribution. Stubs were given to the chosen beneficiaries to assist the manageable flow and easy distribution of gift packs to each barangay.

Non-continuous CSR Activities

Operation Damayan: Gamit Eskwela Alay sa mga Bata sa Talugtug Activity conducted July 3, 2009

RNG went out from Guimba to conduct one of its activities, Operation Damayan: Gamit Eskwela Alay sa mga Bata, in the afternoon in Talugtug, Talavera. With the aid of Jollibee Fastfood (of Jollibee Foods Corporation), the radio station gave joy to the children. Grade 1-4 students from Sto. Domingo, Tibag, and Barangay Mayamot each received two notebooks, pad paper, crayons, pencil, and ballpen. Roughly 200 students were given the said school supplies. Jollibee himself gave joy to the students, as he danced and played with the children unstoppable of taking pictures with him.

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Operation Damayan: Gamit Eskwela in Macatcatuit Elementary School Activity conducted: June 25, 2009

222 children were given each three notebooks, pencil, ballpen and pad paper. This excludes 16 students who were given six lunchboxes, six calculators, and four raincoats after their names were taken from the raffle.

A total of 2327 students were given the free school supplies as part of RNGs Operation Damayan: Gamit-Eskwela Alay sa mga Bata in the year 2009 (RNG Report, 2011). RNG also visited some 45 children whom reported having fever, cold, and cough. Nine pupils from Grade II, twelve from Grade III, five from Grade IV, seven from Grade V, and twelve from Grade VI. RNG and Community-based Health Program (CBHP) conducted a teaching on production of lagundi syrup as alternative medicine for the aforementioned.

Operation Damayan Araw-Araw: Handog Tsinelas Activity conducted February 3, 2009

More than 80 pairs of slippers and sandals, including some stuff toys, milk, canned goods, noodles, and a balikbayan box containing clothes were distributes in Sityo Bertese, Lennec, Guimba through the aid of Melchor Cabatbat.

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CHAPTER V SUMMARY, CONCLUSION, AND RECOMMENDATION

SUMMARY Radyo Natin-Guimba, as a service oriented broadcasting company practices CSR through various activities conducted within its vicinity. The media perform a critical function in holding other parts of society to account. These activities reach out the different corners of public concern such as health, education, environment, social, and charities that are implemented and communicated through the said radio station. As when Radyo Natin-Guimba has started from the demands and needs of the public, its establishment builds up toward more developed and increased number of activities. Among these activities conducted in a regular basis, fortuitous events and public problems also serve as the radio stations concern in an uneven basis. Hence, the radio station serves as an instrument in bringing out the community of Guimba to have an object in uniting its generous people to retain the going concern view of the company. This act of uniting the people of Guimba can be clearly seen through the donations and gratuitous acts of the public to cooperate with the media in implementing its tasks. As to this, the role of the media which generally serves as communicating channel within the community enables its citizens not only to work hand and hand with the former, but also to build such identity which deserves credibility. Furthermore, the media serves as an intermediary toward bringing out concerns about public problems and issues in order to inform the citizens. Through this way of serving as a conduit, it unites the people to
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cooperate with the media to solve the said issues. This is subsequently done with financial constraints. This matter is however solved through donations given by some citizens. The accomplishment of certain activities and issues are also

Conclusion The Radyo Natin-Guimba as a community based radio station and a franchise of COMVIS is not only responsible for updating the public through news broadcasting and entertaining the people in the society. The radio station also serves the community by practicing Corporate Social Responsibility through community service with the help of the volunteers that serve as a working body for their activities. Those activities came up because of the arising needs of the poor people, mostly farmers, in the society they were serving. The station serves as the instrument for other people, specifically donors, to give help to those in need. They use the power of media to announce the specific problems and complaints of the people on air and encourage the public to act and help that community. Therefore, the researchers conclude that through the awareness of the radio station to the needs of the community they help to alleviate poverty on those communities they helped, and also enhance economic growth.

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Recommendation The researchers would recommend RNG to be more effective in attracting prospective sources or sponsors of its fund locally and internationally so that there would be sufficient funds to conduct its CSR activities that will result to more beneficiaries and for a greater scope of its CSR activities. The RNG should also maintain or even improve the trust of its sponsors to them so that fund is sustainable for its CSR activities for the future. With relation to this by announcing or promoting its CSR activities to be conducted before its scheduled date will make the public informed and can make more volunteers involved on conducting its CSR activities.

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The media focus has either been on the thinking and initiatives of a handful of socially responsible entrepreneurs who give donations for the sustainable CSR practice of RNG. Audiences continue to show an appetite for media, which offer better coverage of CSR.
To the extent that the news is being called into question, coverage of these issues can also be probed and perhaps rethought. For the time being, however, a major realignment of mainstream news priorities has still to occur. At a basic level, the quantity and reach of coverage has increased. And so too, on balance, has quality. Technology the internet in particular has given a powerful new platform to these agendas. Niche newsletters and sites convey a wealth of information that might otherwise fail to make it into the mainstream. And list serves and search engines help people to find them.

The media perform a critical function in holding other parts of society to account.
The organization has different obligations to society. Corporate social responsibility is the interaction the business and the social environment in which it exists. Corporate social responsibility according to Sims (2003) is an organizations obligation to engage in activities that protect and contribute to the welfare of the society. CSR refers to an organizations moral obligation toward others who are affected by the organizations actions. 36

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