‘Publicity stunts’ harm CSR image

Announcements of CSR initiatives are often poorly communicated and targeted, according to a survey of journalists.

One national newspaper respondent said: 'Too many firms highlight activities that are just publicity stunts. That damages CSR's reputation and makes it difficult for genuinely committed firms.'

Ten respondents volunteered 'scandal' or 'bad practice' as the topics most likely to drive CSR coverage. Other subjects of interest were 'community', 'profitability', and 'the environment'. Good visuals were also flagged up as likely to entice coverage.

Seventy-two journalists responded to the Connectpoint PR survey, which is being released at the PRWeek-backed 'CSR and the Media' conference in Manchester this Friday.

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