CSR: A brand building exercise for media houses?
Corporate media houses are going all out to make a change in society through CSR, has raised quite a few eyebrows. The question is whether the media is really interested in CSR or whether it is just another attention-seeking strategy for them.
CORPORATE SOCIAL responsibility is the latest buzzword today and it seems to have penetrated all fields of media as well. Corporate media houses are going all out to make a change in society and this has raised quite a few eyebrows. The corporate houses who go all out to extend their support and express their concern, do their bit for the society in turn. The media's sudden interest in bringing about social change has raised a number of questions.
The question here is whether media houses are really interested in serving society or whether it is yet another brand building exercise for them. Critics argue that corporate houses today have no link to social responsibility but are actually more focussed on the idea of grabbing the attention of the masses. The media today uses CSR activities as a step towards brand-building.
The ‘Lead India Campaign’ by the Times Group was a perfect example of a CSR activity used for brand building. TOI had embarked on an ambitious journey to identify talent and power among the masses and create a huge difference in society. It was an attempt on their part to go out and bring about a change in society. However, one wonders whether such acts by corporate media houses are benevolent and non-commercial in nature or whether there is an ulterior motive behind such activities.
A certain section of the media refuses to accept that such steps fall under the CSR umbrella. They strongly believe that it is a part of their business. The ‘Lead India Campaign’ according to the Times Group stemmed from an overwhelming reader response and was more like a business strategy rather than a CSR activity. The truth lies in the fact that such activities undertaken by media houses intentionally or unintentionally, builds a favorable image in the minds of the viewer thus enhancing the brand image of the company.
Another section of the media strongly supports and believes in the cause of CSR. They feel that it is important and beneficial for a media company to undertake CSR activities since the public tends to trust the media and such exercises helps build a long-term relationship, where the audience trusts the media blindly. But they also agree to the fact that the underlying motive behind all these activities is nothing but brand building. They believe they are an industry and here to make profits.
The question whether media is really interested in CSR or whether it is just another attention seeking strategy for them, remains unanswered. The debate still continues and one wonders whether the media has a heart of gold or a mind for gold.
The ‘Lead India Campaign’ by the Times Group was a perfect example of a CSR activity used for brand building. TOI had embarked on an ambitious journey to identify talent and power among the masses and create a huge difference in society. It was an attempt on their part to go out and bring about a change in society. However, one wonders whether such acts by corporate media houses are benevolent and non-commercial in nature or whether there is an ulterior motive behind such activities.
A certain section of the media refuses to accept that such steps fall under the CSR umbrella. They strongly believe that it is a part of their business. The ‘Lead India Campaign’ according to the Times Group stemmed from an overwhelming reader response and was more like a business strategy rather than a CSR activity. The truth lies in the fact that such activities undertaken by media houses intentionally or unintentionally, builds a favorable image in the minds of the viewer thus enhancing the brand image of the company.
Another section of the media strongly supports and believes in the cause of CSR. They feel that it is important and beneficial for a media company to undertake CSR activities since the public tends to trust the media and such exercises helps build a long-term relationship, where the audience trusts the media blindly. But they also agree to the fact that the underlying motive behind all these activities is nothing but brand building. They believe they are an industry and here to make profits.
The question whether media is really interested in CSR or whether it is just another attention seeking strategy for them, remains unanswered. The debate still continues and one wonders whether the media has a heart of gold or a mind for gold.
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