The media can play an important role in shaping a company’s reputation. Journalists may neutrally report the facts or add positive or negative spin that influences how a company is perceived by its stakeholders and the public. Researchers Georg Wernicke, Jean-Philippe Vergne, and Steffen Brenner set out to explore why some companies are criticized by the press for CEO compensation, while others – despite paying similar amounts – escape that criticism.
A company’s positive, altruistic activities actually increase the level of criticism they receive about CEO greed.
Their investigation revealed that when a company engages in activities that can potentially be perceived as contradictory, they are more likely to receive media criticism. “Contrasting activities, such as paying a large sum to the CEO and simultaneously engaging in corporate philanthropy, can generate confusion as to the character of a firm, potentially resulting in perceptions of hypocrisy or greenwashing and thereby sparking higher levels of disapproval among observers,” Wernicke explains.
To study how incongruent behavior can lead to media disapproval, the team isolated two corporate behaviors at opposite ends of the ethical spectrum: greed and altruism.
Media attention on CEO greed
CEO compensation receives a lot of media attention. Inexplicable excessive compensation — where CEOs are seen to be paid more than what they deserve – is usually thought of as greed. Although this overcompensation is largely subjective, the amount a CEO should earn can be estimated based on a firm’s size, industry, profitability, and the CEO’s duration in the job.
In some cases, the media will pick up on CEO overcompensation and report on it in a negative light. When comparing two CEOs that are overcompensated by the same amount, however, one may receive negative media attention, while the other will not. For example, among CEOs overcompensated for two consecutive years, media criticism only occurs in 36.5 percent of cases (in year 2).
A contrast to greed: Altruism through corporate philanthropy
In stark contrast to CEO greed, a company engaging in corporate philanthropy will attempt to give back to society in a number of ways, such as by making donations to charities and facilitating employee volunteering opportunities. They act altruistically. Wernicke asks the question, “If two firms are both perceived as overpaying their CEOs by the same amount, but one engages in corporate philanthropy and one does not – is one criticized more by the media?”
To answer this, the team investigated how CEO compensation packages of S&P 1500 index companies between 1995 and 2006 were perceived by the media.
Contrasting behavior leads to media criticism
Overall, the study revealed that, indeed, companies that engage in more corporate philanthropy are more criticized for CEO compensation. In Wernicke’s words, “A company’s positive, altruistic activities actually increase the level of criticism they receive about CEO greed.” More specifically, the researchers found that when a company has low philanthropic involvement, CEO overcompensation will be reported on negatively in 14% of news articles, instead of 37% in cases of high philanthropic involvement.
Remember, however, that they are not being criticized for doing good but rather for sending out contrasting messages.
The team’s work also revealed that when criticized by the media, certain companies that engage a lot in corporate philanthropy will reduce CEO overcompensation in the following year. Here, media disapproval can lead to a lowering of CEO overcompensation. However, this reaction to negative press is only true for a small proportion of the companies studied – those that are very strongly engaged in corporate philanthropy. In most circumstances, even if a company is involved in some philanthropic activities, they will not respond to negative press by lowering CEO compensation.
Overall, Wernicke and co-researchers have shown that to avoid negative media attention, company actions must be coherent. “To an extent, the study’s findings may seem counterintuitive, as companies that engage in ethical practices are reprimanded more severely than those that do not,” Wernicke concludes.
“Remember, however, that they are not being criticized for doing good but rather for sending out contrasting messages.” The study also shows that media accounts actually influence corporate actions in the context of compensation paid to CEOs.
Engagement in philanthropic activities can improve a company’s reputation, help them in times of crises, and has generally been found to improve firm performance on many dimensions.