CSR through media eyes: How to be effective for companies and media Chisinau, October 30

Maryna Saprykina, Centre for CSR development, Ukraine

Current trends Ukraine09

MEDIA EXPERTS

BUSINESS EXPERTS

IS THERE ANY DIFFERENCE BETWEEN CSR OF MEDIA AND OTHER COMPANIES

Centre for CSR Development blvd.Verhovnoy Rady 29, of.3, Kyiv, Ukraine Page 2 tel/fax: +38 044 558 77 32 www.csr-ukraine.org

WHAT IS THE DIFFERENCE ABOUT? - Difference exists because

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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WHAT IS THE DIFFERENCE ABOUT? Difference DOESNT exist because

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 SOCIAL RESPONSIBILITY

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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SHOULD MEDIA HAVE CSR STRATEGY?

DONT KNOW
NO YES

MEDIA EXPERTS

BUSINESS EXPERTS

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ARE THERE ANY OBSTACLES in COVERING COMPANIES CSR PROJECTS?

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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MEDIA and CSR: global trends

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

EC AND ACCESSION COUNTRIES

- 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

- Social responsibility concept is mixed with social actions

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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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CSRITERIA FOR CSR programs of the companies Ukraine09

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 to solve 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 31

ms@csr-ukraine.org
www.csr-ukraine.org

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