Abstract

Due to the lack of a standard definition for the concept of corporate social responsibility, various discourse communities have assigned different meanings to it. Based on the intermedia agenda setting theory, this study examines the extent to which CSR-related news releases published by the two electricity providers in Hong Kong have influenced press coverage over a 6-year period between 2006 and 2011. A total of 202 news releases and 1,045 news articles were content-analyzed based on the following mutually exclusive categories of CSR-related news events: operations, education, community, products and services, recognition, environment, and donations and sponsorships. This study found that operations-related and products and services-related news releases were more likely to be reported in the press. Recognition-related news releases were the least likely to be reported. Based on the findings, this study posits that two criteria would determine whether a CSR-related news release is likely to be covered in the press: the extent to which the news events are relevant to the core operations of the corporations and the extent to which the news events make an impact on society.