| Summary: | It is well emphasized in the literature that PR practice is largely determined by the socio-political and economic context in which it works. However, it is argued that PR practice is slowly changing to adapt to specific contexts and needs, especially for the elite groups it serves. This study discusses how PR practice as a discourse technologist through CSR initiatives programs works in the coal mining industry in East Kalimantan, Indonesia. By using Foucauldian Discourse Analysis, this article assesses the dominant themes that arise from the interview with PR and CSR practitioners and the CSR Reports from two coal mining companies which awarded several CSR awards in national and international level. The study found two dominant PR practices as corporate discourse technologists, which are to promote CSR to improve corporate competitiveness and to act as CSR programs advisor that are subjected to PR ethical standards dilemma.
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