Marina Moldova CSR and Media

8/3/2019 Marina Moldova CSR and Media

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CSR through media eyes:How to be effective for companies and media

Chisinau, October 30

Maryna Saprykina, Centre for CSR development, Ukraine


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.

Current trendsUkraine09

Centre for CSR Developmentblvd.Verhovnoy Rady 29, of.3, Kyiv, Ukraine

tel/fax: +38 044 558 77 32

www.csr-ukraine.org

IS THERE ANY DIFFERENCE BETWEEN CSR OFMEDIA AND OTHER COMPANIES

MEDIA EXPERTS BUSINESS EXPERTS


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WHAT IS THE DIFFERENCE ABOUT? - Difference exists because

MEDIA EXPERTS:

MEDIA has additional responsibility

they disseminate information which mayhave the direct impact on forming of

public opinion and peoples

consciousness and decision-making

BUSINESS EXPERTS

Media has an immense impact onforming public opinion, peoplesconsciousness thus CSR of media hasto be more sensitive and integrated in

the essence of media developmentstrategy


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WHAT IS THE DIFFERENCE ABOUT?Difference DOESNT exist because

MEDIA EXPERTS:

Media is a business organization therefore ithas its specialization and CSR based on

this. If a media influences the public opinionforming, it means that media should play the

leading role in CSR

BUSINESS EXPERTS:

Media is a company thus their CSR shouldnot be differ from CSR of otherorganizations. But:

- An objective coverage of the CSRimplementation practices by companiesshould be a part of their CSR;

- Media has more resources to influencepublic;

- Media plays a crucial role in reaching thesociety with necessary information;

- Difference are on the scope and prioritiesto implement CSR


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MEDIA SOCIAL RESPONSIBILITY

MEDIA EXPERTS: Submitting an objective

information;

Implementation of the keycomponents of socialresponsibility;

Support of the sociallyimportant projects and socialinitiatives

Explaining the necessity andimportance to act accordingto social responsibilityprinciples

Responsibility for mediaimpact on society and publicopinion;

BUSINESS EXPERTS: Submitting an objective

information;

Implementation of the keycomponents of socialresponsibility;

Support of the socially importantprojects and social initiatives

Raising awareness on socialresponsibility in the society;

Coverage of the best CSR

practices of organizations/companies


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SHOULD MEDIA HAVE CSR STRATEGY?


YES

NO

DONT KNOW


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ARE THERE ANY OBSTACLES in COVERING COMPANIES CSRPROJECTS?


YES

NO


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MEDIA and CSR: global trends

Survey2002

1. Development process demands writing on immediate short-termrisks and ignore problems which could become risks in long-termrun

2. Media wants tripple-bottom-line to be seen in company press-

releases not just one CSR aspect


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Global TRENDS

LATIN AMERICA

- Media has superficialunderstanding of CSR;

- Deep coverage of issues is notmade with critical analyses orthird-party comments

- Social responsibility concept ismixed with social actions

EC AND ACCESSION COUNTRIES

- Media market is not well developed

- Media depends on advertizer;

- But there are some qualitative mediawhich raise CSR topic
http://ru.wikipedia.org/wiki/%D0%A4%D0%B0%D0%B9%D0%BB:EU27_on_a_globe.svghttp://uk.wikipedia.org/wiki/%D0%A4%D0%B0%D0%B9%D0%BB:Map-Latin_America2.pnghttp://ru.wikipedia.org/wiki/%D0%A4%D0%B0%D0%B9%D0%BB:EU27_on_a_globe.svg


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Global TRENDS

BULGARIA

More focus on event than reason for this event;

Fragmentary approach to CSR thus a lot of readerscant 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)

RUSSIA

- 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
http://uk.wikipedia.org/wiki/%D0%A4%D0%B0%D0%B9%D0%BB:Russian_Federation_(orthographic_projection).svghttp://ru.wikipedia.org/wiki/%D0%A4%D0%B0%D0%B9%D0%BB:EU_location_BUL.png


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SO

1. Media reluctantly write on CSR issues because of the lack of TRUST tonon-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 issues4. 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 ofCSR definitions>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>


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CSRITERIA FOR CSR programs of the companiesUkraine09

Importance for region and society;

Systematic approach to the program implementation;

Result-based approach and long-term result of the Program;

Aim of the Project to change public opinion and behavior and developing the model mechanism tosolve not one but several problems of society;

Innovations and usage of modern technologies;

Correspondence of business assets to social activity of the company;

Cooperation with NGOs, public bodies in solving urgent social problems;

Explanation the reason why the program has been developed;

Stakeholders involvement and new forms of partnerships;

Program implementation in the regions where company operates.


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THANK YOU!Questions and comments are welcome!

Ms. Saprykina Maryna

Centre for CSR Development

+38 050 685 04 [email protected]

www.csr-ukraine.org
mailto:[email protected]://www.csr-ukraine.org/http://www.csr-ukraine.org/http://www.csr-ukraine.org/http://www.csr-ukraine.org/mailto:[email protected]:[email protected]:[email protected]

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