It is natural for enterprises to take up their social responsibility by donating money to help disaster victims, and many did so, when snowstorms struck central and southern China early this year.

But, as China Daily says, some firms have failed to honor their pledges made during a charity party broadcast live on TV.

The paper says charity donations are voluntary. If these firms could not afford to help the victims, they should have found some other ways. But it was wrong for them to make such promises that they could not afford.

We can not but suspect that they intentionally took advantage of the charity party to get free publicity by merely paying lip service. Maybe they believed they could get away with it if they won't be chased for the promised money. If that is the case, they are wrong.

The paper says credibility is very important for enterprises. By stealing publicity in such a shameful manner, they are risking their credibility.

Enterprises should not shirk their social responsibilities. They will never be able to make profits without the support of the public.