ABSTRACT
Corporate social responsibility (CSR) has been a serious concern over the past three decades in media reports, public forums, academic debates and governmental policies, mainly because of the increasing careless corporate behaviours, poor and failed corporate governance practices together with continually rising social expectations and stakeholder pressures (Sun et al. 2010). However, issues like corporate fraud, greed, selfishness, short-termism, corporate failure and collapse, abuse of management power and the excess of executive remuneration would not have been so exacerbated and exposed
Media have a huge role in broadcasting corporate social responsibility (CSR) messages to the world at large. For corporations, it is not just about performing their effort for social causes but also to inform their stakeholders and publics so that others are inspired and they set an example for others to follow. Other than creating appealing and conscious advertisement, corporations must procure the cooperation and support of media in spreading awareness about CSR helping society look at the corporation beyond profits and hence the media (which is a guardian of public good) has a huge role to play in this endeavor.
