CCCDebate 02: Co ...
2009
David Grayson

CCCDebate 02: Corporate Responsibility and the Media

This paper discusses how Corporate Responsibility is covered in the media and the media’s own corporate responsibilities, covering both traditional and new media. Whilst some have criticised limited or negative coverage of CR in the media as reflecting media hostility or ignorance about business, a more balanced and sophisticated assessment might suggest that both business and the media have to work harder to find ways to explain responsible business and corporate sustainability issues that resonate and are relevant to readers – and crucially that involve more segmentation of messages and media / audiences. Regarding the behavior of media companies, like any other business in any other sector, they should behave responsibly and need to understand their most material and significant environmental, social and governance impacts and issues; and seek to minimise negative environmental and social impacts, and maximise positive impacts.