Being socially responsible is actual topic for all organizations today. More and more companies worldwide subscribe to the principles of corporate social responsibility (CSR) and a significant number of organizations have made public commitments to the financial, social and environmental impact of their operations. However CSR promotion in Latvia is on the stage of development and media plays significant role explaining CSR significance to society and providing with information about benefits of CSR activities. Unfortunately there are still several misconceptions on media side about CSR activities and importance. The study focuses on the lack of media understanding and support in promoting CSR activities done by organizations. In the paper authors have described several cases which show issues regarding promotion and communication of CSR idea, best practices of companies and benefits society could receive from activities related to CSR. The authors have also described theoretical aspects of CSR, approach to sustainability and importance of sustainability measurement tool “Sustainability Index”.