Corporate Social Responsibility Issues in Media Releases: A Stakeholder Analysis of Australian Banks

Abstract

This paper investigates Australia's four major national banks, analysing the use of media releasesin the marketing and communication of corporate social responsibility (CSR). Usingcontent analysis, the extent and nature of the media releases issued in 2006, and aimed at specificstakeholders, is determined for each bank. The findings indicate that over one-third of thebanks' media releases discuss CSR, predominantly communicating issues related to communityinvolvement. Furthermore, customers and communities are found to be the intended audiencesfor the majority of the CSR-related media releases. Copyright © www.iiste.org