Media coverage analysis shows: issues, branches and company size have a major influence on the CSR reputation of separate firms. Berlin, 09.10.2008 - Sustainable and responsible engagement of companies is, for diverse stake holders, an important factor. For all companies, we can see that CSR relevant topics are, however, not completely without risk. CSR must be a living practice - the measures taken must fit to the general image of a company, otherwise authenticity will suffer. In the first half of 2008 over two thirds of criticism within the press coverage comprise of bribe scandals, redundancies or excessive manager's wages.