By Tyron Devotta
In Sri Lanka, especially within the English-language press, the term Corporate Social Responsibility—or CSR—has become increasingly met with skepticism. One business editor summed up the prevailing sentiment quite bluntly: “We need real news, not what the corporate sector makes up to show they’re the good guys.”
CSR initiatives do get coverage, but more often than not, this happens through informal arrangements with a newspaper’s advertising department rather than its editorial team. In exchange for a promise of advertising revenue, a company might secure a mention of its CSR activities. But these mentions are typically relegated to obscure corners of the publication—making it clear that the editorial staff sees little journalistic value in the story.
The underlying issue, according to many journalists, is the widespread misuse of CSR by corporations. Instead of embracing CSR as a meaningful part of business strategy, companies often use it as a superficial public relations tool. Many engage in what is known as “greenwashing” or “social washing,” where minimal, low-cost initiatives— such as painting hospital wards or banning plastic bottles in the office. These efforts, while visually appealing, are often disconnected from the company’s core operations and rarely make a tangible impact on communities or the environment.
CSR Report under Scrutiny
Their glossy sustainability reports are often filled with uplifting anecdotes and feel-good stories but lack concrete, verifiable data. In some cases, responsibility is outsourced entirely. By funding NGOs or hiring third parties to implement token CSR projects, companies are able to claim credit for social initiatives without truly embedding responsibility into their own operations, a situation that has now come under scrutiny by the media.
Sometimes, CSR is even used as a shield against criticism. When a company is facing backlash—be it over labor issues, regulatory violations, or environmental damage—it might suddenly amplify its CSR messaging to deflect attention. These gestures can help shift the narrative, but they do little to address the underlying problems, which surfaces through other channels and may end in a crisis situation for the company.
If businesses want their CSR stories to be treated as legitimate news, they must meet the standards expected by editorial teams. If a CSR story doesn’t meet these standards, forcing it into the paper through paid content or advertorial space only cheapens the company’s brand. There are no shortcuts to building credibility. If publicity is the main goal, then companies should go down the advertising route—but that’s a marketing decision, not a public relations one.
CSR Guru
Years ago, I had the privilege of meeting Dr. Wayne Visser, a globally recognized thought leader in CSR. He has written extensively on the subject, framing it as a journey through five distinct “Ages”: the Age of Greed, the Age of Philanthropy, the Age of Marketing, the Age of Management, and the emerging Age of Responsibility. These align with stages of CSR—Defensive, Charitable, Promotional, Strategic, and Systemic. His view is that companies often operate in more than one stage at a time, but meaningful impact will only come when businesses move into the final stage: Systemic CSR.
He says systemic CSR is about identifying and addressing the root causes of environmental and social challenges. It involves rethinking business models, transforming products and services, and advocating for progressive policies. Unlike Strategic CSR, which typically supports social or environmental issues that align with a company’s existing strategy, Systemic CSR demands that the strategy itself evolve. It considers the broader ecological and societal systems, focusing on long-term outcomes rather than short-term gains.
Philanthropic
In Sri Lanka, however, CSR remains largely philanthropic in nature. It is still dominated by charitable giving—project-based donations targeted at communities or causes. While this is commendable, many journalists ask a valid question: if these acts are genuinely altruistic, why do they require publicity?
There’s no denying that companies have a motive beyond generosity. They want stakeholders—investors, regulators, consumers—to know about their contributions. But if the media is to consider these efforts newsworthy, they must pass a simple test: does the news provide value to the public?
News Priorities
Today’s news audience is overwhelmed with information. They are unlikely to pay attention to a company’s donation drive unless it carries broader significance. What does capture attention, however, are stories about companies that are changing how they do business to solve real problems. These stories naturally fit the criteria for strong journalism.
For a CSR story to be accepted as real news, it must meet core editorial standards. It should be accurate and fact-checked, with reliable sources and no misleading information. It must be objective, avoiding bias or opinion unless clearly labeled. Clarity is critical; the story must be easily understood, free from unnecessary jargon. Relevance matters too—the story should reflect timely events or issues that matter to the general public. Balance is essential, especially in complex or controversial topics, ensuring all sides are fairly represented. A good story should also be concise yet complete, timely in its reporting, and properly attributed to named sources. Ethical standards must be upheld, avoiding sensationalism or harm. Finally, the story must be engaging, with a compelling narrative and a strong opening.
When companies commit to systemic CSR, their stories will not have to beg for attention—they will deserve it. These are the kinds of stories that inform, inspire, and bring real value to readers. And that is what the media is ultimately here to deliver.
Tyron Devotta is a communications professional with 44 years of experience. He has worked as a correspondent on the frontlines during the war years in Sri Lanka and has been a reporter on the news and investigation desks of several English newspapers. He has also been a Business Editor and Deputy Editor of two national newspapers with work experience with international news teams from CNN, German Television (ARD), and Deutsche Welle (DW) in Sri Lanka. Devotta was also the News Director for a leading private media organization for eight years, managing a trilingual newsroom that delivered news to three television channels and four radio stations. Fluent in English, Sinhala, and Tamil, he is currently a columnist for Daily FT and a Public Affairs consultant.