How important is the media for disaster donation?

On a study of disaster donations to over 50 disasters in the last 10 years by the 2000 largest publicly-traded enterprises at the international level (total revenue in 2012), the evidence shows that the likelihood of donation (in dollar amount) is highly influenced by media response, everything else constant, and controlling by firm-, affected country-, and event-specific variables.  The CNN effect?

Salience and disasters