engleski

CSR in media: Case study of RTL in Croatia

The paper deals with the corporate social responsibility of media sector in Croatia. It refers to media as powerful mass chanals for encouarging organisations and potential investors as well as ordinary citizens to account for social, environmental and economic impacts that they have on community. In terms of the corporate social responsibility challenge, in the recent years the media sector in Croatia has experienced noticeable change. Various media organizations are increasingly taking part of different charitable activities and covering and prioritizing the topics related to social issues. This work focuses on RTL in Croatia as one of the good practice examples for CSR in media industry. Precisely, this study analyzes its CSR activities implemented through the foundation and various activities of "RTL helps children, " the charity association set up by RTL Group's Croatian channel RTL Televizija .

Media; Corporate Social Responsibility (CSR); Society; Humanitarian Association.

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