Abstract
Nowadays, the world is undergoing significant changes that are not only economic, but also social and environmental. Environmental change is not paid as much attention as in previous years.
At least not in the media. This fact has a direct impact on the behavior of the public as consumers and on the behavior of companies.
In the several last years the research has shown the direct influence of companies on the responsible behavior of their customers. At the same time, we were able to trace the influence of firms' socially responsible behavior on their corporate image and customer favor.
These relationships are formed through the media, both new and traditional. The aim of the paper is to analyse how traditional media informed about changes in programmes of corporate social responsibility.
For the research was used 1) content analysis of selected Czech media (by using the Newton Media database), 2) questionnaire survey in 100 Czech companies that deal with CSR. The purpose is to show what topics and how intensively inform the Czech media.
Based on the results, it is possible to estimate the development of the behavior of companies and their customers in the near future