M. Tech. Public relations management / The objective of this study was to determine how a South African company such as Tiger Brands Limited perceives the use of CSR as a strategic communication tool. Underpinned by Carrolls four pillars of CSR, the study assessed the perception and extent of CSR practices as a strategic communication tool within that company. Of specific interest to this study was the extent to which CSR was perceived to be aligned to the companys various responsibilities, how positively or negatively these alignments were viewed, as well as the reasons put forward for all these views.