Press coverage of Corporate Social Responsibility Performance in Ghana

Fortune Tella, Benjamin B. Opoku & Henrietta Abayie

Abstract


The work examines the role press reports on corporate social responsibility (CSR) play in the reputation-building of two telecom companies (MTN and Vodafone) in Ghana. Content in 480 editions of Accra-based Daily Graphic and Business and Financial Times were analyzed from January to December, 2015. Findings show that 102 CSR stories were published by the newspapers at 40.2 and 59.8 per cent respectively. Similarly, most of the stories were positive and published on pages inside while not more than two stories existed on the front pages in each case. The insignificant front-page exposure suggests that these telecom companies should upgrade their credential in terms of the impact their CSR activities make on their audiences.  


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