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 re
leases in the marketing and communication of corporate social responsibility (CSR).  Using 
content analysis, the extent and nature of the media releases issued in 2006, and aimed at spe
cific stakeholders, is determined for each bank. The findings indicate that over one-third of the 
banks' media releases discuss CSR, predominantly communicating issues related to community 
involvement. Furthermore, customers and communities are found to be the intended audiences 
for the majority of the CSR-related media releases.