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MEDIA EXPERTS
BUSINESS EXPERTS
MEDIA EXPERTS:
MEDIA has additional responsibility they disseminate information which may have the direct impact on forming of public opinion and peoples consciousness and decision-making
BUSINESS EXPERTS
Media has an immense impact on forming public opinion, peoples consciousness thus CSR of media has to be more sensitive and integrated in the essence of media development strategy
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MEDIA EXPERTS:
BUSINESS EXPERTS:
Media is a company thus their CSR should not be differ from CSR of other organizations. But:
Media is a business organization therefore it has its specialization and CSR based on this. If a media influences the public opinion forming, it means that media should play the leading role in CSR
- An objective coverage of the CSR implementation practices by companies should be a part of their CSR; - Media has more resources to influence public; - Media plays a crucial role in reaching the society with necessary information; - Difference are on the scope and priorities to implement CSR
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MEDIA EXPERTS:
Submitting an objective information; Implementation of the key components of social responsibility; Support of the socially important projects and social initiatives Explaining the necessity and importance to act according to social responsibility principles Responsibility for media impact on society and public opinion;
BUSINESS EXPERTS:
Submitting an objective information; Implementation of the key components of social responsibility; Support of the socially important projects and social initiatives Raising awareness on social responsibility in the society; Coverage of the best CSR practices of organizations/ companies
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DONT KNOW
NO YES
MEDIA EXPERTS
BUSINESS EXPERTS
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NO YES
MEDIA EXPERTS
BUSINESS EXPERTS
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OBSTACLES
MEDIA EXPERTS:
Company efforts to make an advertisement under CSR topic
Submitting of not enough information (on financing social projects, etc) Not qualitative work of company press-departments, lack of systematic work with journalists; Submitting information which is not interesting for readers; insignificant and noningenious projects implemented by companies
BUSINESS EXPERTS
Editorial policy of editions; subjective understanding of the CSR by people responsible for editorial policy
Media efforts to have the payment for info placement, commercial interests
Understanding CSR as a company advertisemnt Lack of understanding CST in itself and CSR principles Sometimes CSR info is not interesting for readers
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Survey2002
1. Development process demands writing on immediate short-term risks and ignore problems which could become risks in long-term run
2. Media wants tripple-bottom-line to be seen in company pressreleases not just one CSR aspect
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Global TRENDS
LATIN AMERICA
- Media has superficial understanding of CSR; - Deep coverage of issues is not made with critical analyses or third-party comments
- Media market is not well developed - Media depends on advertizer; - But there are some qualitative media which raise CSR topic
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Global TRENDS
BULGARIA
RUSSIA
More focus on event than reason for this event; Fragmentary approach to CSR thus a lot of readers cant understand articles; More media attention to stars involved in the event that event itself and organizers (2,5%). And no word about sponsors of the vent More information on words of charity-givers than on CSR integration in the company; More information on CSR on concrete dates Christmas (CSR coverage has been increased in three times) - Coverage of issues of the compulsory character of the private-public partnership - Lack of clear public CSR policy - Usage of the CSR issues as advertisement tool
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SO
1. Media reluctantly write on CSR issues because of the lack of TRUST to non-commercial idea of the company CSR;
2. More and more studies are being conducted on CSR and media 3. Clear governmental CSR policy, different prizes and awards for media encourages media to cover CSR issues 4. Advocacy campaign targeted at media is needed on CSR concept and its key principles and aspects; 5. Clear fair play rules is needed between media and CSR on the issues of CSR definitions>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
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Ms. Saprykina Maryna Centre for CSR Development +38 050 685 04 31
ms@csr-ukraine.org
www.csr-ukraine.org
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