ABSTRACT
The return of corporate social responsibility (CSR) as a topic at professional association conferences and within academic research is a welcome re-animation for those who value the common good as a focus for industry practice. The Public Relations Society of America established a modern definition of public relations, saying the practice is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Early African cultures had a strong sense of social responsibility existed many years before it became fashionable in America and Europe. Social responsibility as exercised by ancient kingdoms in the region reflected a gradual, increasing awareness by powerful leader's god-kings, rulers anointed by God, and military-rulers-turned-emperors of an obligation by government to provide for the common welfare. In Africa and the Americas, cultural and traditional values of indigenous peoples, both early and contemporary, reflect a worldview that is deeply rooted in an extended sense of community that includes ancestors and the environment.
