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

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. 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.