Publicity OR Responsibility?

i would like to share with you, an interesting dialogue between me and my colleagues over lunch today, on why companies publicize their contributions to disaster relief. the debate: is it just a cheap publicity stunt or a communication means to inform the public what they've done?

one colleague said that there is no need to tell people how much you’ve donated or quantify your efforts in $ terms. another colleague felt that it is appropriate for the companies to make the public aware (esp. listed companies i would think) - as a means of informing. a third colleague suggested that it can very well be how one phrases him/herself and the tone of the message, which can make the difference in perception.

i agree with all of them. not that i don't have an opinion, but it's probably a mix of publicity and the responsibility to address the issue to the company's stakeholders and the public.