Open AccessCorporate Social Responsibility Issues in Media Releases: A Stakeholder Analysis of Australian Banks
Author(s) -
Christopher J. Reinig,
Carol Tilt
Publication year - 2008
Publication title -
issues in social and environmental accounting/issues in social and environmental accounting (isea)
Language(s) - English
Resource type - Journals
eISSN - 2460-6081
pISSN - 1978-0591
DOI - 10.22164/isea.v2i2.31
Subject(s) - corporate social responsibility , stakeholder , content analysis , business , accounting , public relations , media coverage , social responsibility , marketing , advertising , political science , sociology , media studies , social science
This paper investigates Australia's four major national banks, analysing the use of media releases in the marketing and communication of corporate social responsibility (CSR). Using content analysis, the extent and nature of the media releases issued in 2006, and aimed at specific stakeholders, is determined for each bank. The findings indicate that over one-third of the banks' media releases discuss CSR, predominantly communicating issues related to community involvement. Furthermore, customers and communities are found to be the intended audiences for the majority of the CSR-related media releases.