Post on 06-Apr-2018
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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?
MEDIA EXPERTS BUSINESS EXPERTS
YES
NO
DONT KNOW
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ARE THERE ANY OBSTACLES in COVERING COMPANIES CSRPROJECTS?
MEDIA EXPERTS BUSINESS EXPERTS
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.svg8/3/2019 Marina Moldova CSR and Media
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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.png8/3/2019 Marina Moldova CSR and Media
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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 31ms@csr-ukraine.org
www.csr-ukraine.org
mailto:ms@csr-ukraine.orghttp://www.csr-ukraine.org/http://www.csr-ukraine.org/http://www.csr-ukraine.org/http://www.csr-ukraine.org/mailto:ms@csr-ukraine.orgmailto:ms@csr-ukraine.orgmailto:ms@csr-ukraine.org