It is natural for enterprises to show their social responsibility by donating money to help disaster victims, and many did so, when the heaviest snowstorms in more than half a century struck 19 provinces and autonomous regions in central and southern China in late January and early last month.

But some firms have failed to honor their pledges made during a charity party broadcast live on TV. In Hubei province alone, more than 20 million yuan ($2.5 million) pledged in donations by enterprises have failed to be remitted.

The relevant government department is reported as saying it would send letters to these firms urging them to fulfill their pledges and has set a deadline. If these firms still fail, their names will be published.

The indignation the department has demonstrated in its ultimatum is understandable, and we believe television viewers, who watched representatives from those firms raise high their checks to show the sums they would be donating, will also feel disappointed. It seems these firms used the TV charity party as an opportunity to promote themselves.

Charity donations are voluntary, if these firms could not afford to help the victims, they should have found some other ways.

It is wrong for them to make tongue-in-cheek promises. We cannot but suspect that they intentionally took advantage of the charity party to get free publicity by merely paying lip service.

Maybe they believe they can get away with it if they are not chased for the promised money. If that is the case, they are wrong.

Credibility, we say, is very important for an enterprise. By stealing publicity in such a shameful manner, they are risking their credibility.

Enterprises should never shirk their social responsibilities. They will never be able to make profits without the support of the public.

We appreciate those firms that always extend a helping hand to victims of natural calamities.

And, we also hope firms that are yet to fulfill their promises realize they cannot expect to get anywhere in their businesses unless they fully understand what they must do for society, instead of just taking from it.

(China Daily, March 7, 2008)