In the twenty-first century, almost everyone can access news and information through their devices. Firms know that whenever the media gives plenty of attention to something, it will become trending and influential on people’s decisions. For example, there is countless news on employees mistreating customers, and as a result, people would boycott the business. So, firms became warier of their position and surroundings because there is a chance their misdeeds or CSI can be recorded and broadcasted through the media. Firms would less likely to perform CSI since it can hurt their profits if their misconducts are exposed. Also, a firm’s CSR or charities are spread across social media as well. By using media, firms could make the world know about their actions in improving the community or environment to potentially attract more customers. In conclusion, media attention lowers chance of firms committing CSI, and improving chances of firm’s CSR.

Firms receiving that are receiving a lot of attention from media would less likely to be irresponsible because people are watching, and the wrong move can harm their performance. According to stakeholders theory, a firm’s duty is to maximize profits. In order to maximize profits, firms need to act according to the public’s expectations. I agree with Zyglidopoulos. It is obvious firms want the public to know about their good side and hides their bad side. So, when firms perform CSR, they want the media to spread the news about their responsibility because having a good reputation improves firm performance.

Reference: Zyglidopoulos, Georgiadis, Carroll, & Siegel. (2012). Does media attention drive corporate social responsibility? Journal of Business Research, 65(11), 1622-1627.