Building a bridge between corporate reputation and corporate social responsibility in the Ukrainian print media

Purpose - The purpose of this paper is to explore how corporate reputation (CR) and corporate social responsibility (CSR) are discussed in the print media in Ukraine. The paper also provides insights into how the implementation of these concepts contributes to the promotion of the market economy principles in Ukraine. Design/methodology/approach - This study employed an interpretive discourse analysis, with elements of framing analysis, of 102 articles on CR and CSR published in the major Ukrainian print media between 2007 and 2010, both in Russian and Ukrainian languages. The analyses revealed four major themes in discussing a growing importance of CR and CSR for Ukrainian businesses. Findings - The interpretive analysis demonstrated that the government of Ukraine and businesses try to establish standards for CR and CSR. It also showed that the current economic crisis contributed to the media coverage of how CR and CSR are defined. The framing analysis showed that some publications in Ukrainian tend to report on CR and CSR in a positive light, suggesting that the media should promote these concepts in economic life. Research/limitations/implications - Future studies might employ methodologies that offer more active participation, such as in‐depth interviewing of journalists who cover issues of CR and CSR. Practical implications - The study results will be important to those transnational and local corporations which want to successfully implement their CSR programs, to further propel their CR among the citizens of Ukraine. Originality/value - The paper is the first effort to analyze the media accounts of the implementation of CR and CSR in the economic and social fabric of Ukraine, in the wake of the Orange Revolution.