Framing CSR-Fit: How CSR Activities Are Covered by News Media

• In Event: CSR, Communication, and Public Perceptions

Abstract

This research provides a basis for understanding how the contents of media coverage about CSR activities relates to the fit between these CSR activities and the organizations’ core activities.
In two studies 513 news articles about organizations’ CSR activities were analyzed. First, by means of an expert review the internal fit between the CSR initiatives presented in the news articles and the core business of the organizations pursuing these initiatives were determined. Second, a quantitative content analysis measured tone of voice and framing of the news articles.
The results reveal that while internal CSR fit does not influence tone of voice, it partly impacts the framing of the media coverage as internal CSR fit leads to a positive framing of organizations and their CSR activities. However, vice versa internal CSR misfit does not necessarily lead to negative representation of organizations and their CSR in the media coverage.
In order to maximally benefit from its CSR activities and achieve optimal media coverage, organizations are advised to not only engage in CSR but seek to implement initiatives well integrated into their core business.

Authors

• Jordy Gosselt, U of Twente

• Katharina Lunenberg, U of Twente

• Menno de Jong, U of Twente