Communicating Corporate Social Responsibility in Singapore: Toward More Effective Media Relations

Augustine Pang*, Angela K Y Mak, Joanne M.H. Lee

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

1 Citation (Scopus)


Organizations face several impediments when it comes to communicating their corporate social responsibility (CSR) engagement to the public via the media. This paper examines practitioners’ and journalists’ perception of CSR communication using the agenda- building model (Qiu Q, Cameron GT, Communicating health disparities: Building a supportive media agenda. VDM Verlag, Saarbruecken, 2008) by examining news coverage of how practitioners and journalists understand CSR, what types of CSR stories get covered in the media, and how are CSR stories portrayed in the media. News coverage of Singapore’s mainstream publications, The Straits Times, The Business Times, and The New Paper, were analyzed. The constructed week method was used and two constructed weeks (14 days) were randomly picked to enable a representative sample of a year’s worth of news articles (Riffe D, Aust CF, Lacy SR, J Q 70(4):133–139, 1993). Media coverage of CSR engagement was analyzed using qualitative content analysis. The analysis will allow us to compare the perceptions of CSR held by PR practitioners and journalists and actual media coverage. Findings suggested differences in perceptions of what makes news between practitioners and journalists. This is a reflection of the fundamental and larger issue of what each set of professionals regard as news: Practitioners view news as advancing their organizational interests, while journalists regard news through newsworthiness lens. How can that schism be bridged? A framework of media relations is proposed based on Pang’s (Corp Commun Int J 15(2):192–204, 2010) Mediating the Media model.

Original languageEnglish
Title of host publicationRole of Language and Corporate Communication in Greater China
Subtitle of host publicationFrom Academic to Practitioner Perspectives
EditorsPatrick P.K. Ng, Cindy S.B. Ngai
PublisherSpringer Berlin Heidelberg
Number of pages22
ISBN (Electronic)9783662468814
ISBN (Print)9783662468807, 9783662525456
Publication statusPublished - 1 Jan 2015

Scopus Subject Areas

  • Arts and Humanities(all)
  • Social Sciences(all)

User-Defined Keywords

  • Corporate Social Responsibility
  • Corporate Governance
  • Corporate Social Responsibility Activity
  • Corporate Social Responsibility Reporting
  • News Coverage


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