Echo's seminal series on CSR trends appears in the latest Ethical Corporation magazine ( "...not an oxymoron", as their tagline says). They point up Echo's view that CSR practitioners may take a darker view of media attitudes to the subject than is truly the case, and that there's mutual suspicion which would be better banished. "The research group Echo's Annual Report on CSR....is intriguing reading.... It surveyed CSR decision-makers in companies that felt that the media adopted an overly negative approach. Echo's research revealed, however, that media coverage was mainly positive. Could it thus be that CSR practitioners are equally prisoners of their own preconceptions?"