ABSTRACT
Media people traditionally take a critical view of business and corporate social responsibility (CSR) or sustainability. The BBC's Alec McGivan expects CSR communication to be regular, accessible communication that is engaging and informative. The role of media is to provide balanced, impartial, truthful information in the public interest, states Alec McGivan of the BBC. Launched in 2003 as the SAP Developer Network, a subsidiary of SAP Communities and Social Media, it was renamed the SAP Community Network in 2007. Tim Samuels of UK media production company Tonic Productions feels that CSR communication tends to fall into one of two categories, the over-earnest bore-you-to-death, or the over-slick don't believe a word of it, while the BBC's Alec McGivan associates it with honesty, transparency and relevance. Fabian Pattberg mentions Novo Nordisk and its online communications, which despite being far from brilliant, get more substantial the more one's get into it.
