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

CSR through media eyes: How to be effective for companies and media Chisinau, October 30 Maryna Saprykina, Centre for CSR development, Ukraine

Centre for CSR Developmentblvd.Verhovnoy Rady 29, of.3, Kyiv, Ukrainetel/fax: +38 044 558 77 32www.csr-ukraine.org Current trends – Ukraine’09 • . MEDIA EXPERTS BUSINESS EXPERTS IS THERE ANY DIFFERENCE BETWEEN CSR OF MEDIA AND OTHER COMPANIES

MEDIA EXPERTS: MEDIA has additional responsibility – they disseminate information which may have the direct impact on forming of public opinion and people’s consciousness and decision-making BUSINESS EXPERTS Media has an immense impact on forming public opinion, people’s consciousness thus CSR of media has to be more sensitive and integrated in the essence of media development strategy WHAT IS THE DIFFERENCE ABOUT? - Difference exists because…

MEDIA EXPERTS: 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 BUSINESS EXPERTS: Media is a company thus their CSR should not be differ from CSR of other organizations. But: - 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 WHAT IS THE DIFFERENCE ABOUT? – Difference DOESN’T exist because…

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 MEDIA SOCIAL RESPONSIBILITY

SHOULD MEDIA HAVE CSR STRATEGY? DON’T KNOW NO YES MEDIA EXPERTS BUSINESS EXPERTS

ARE THERE ANY OBSTACLES in COVERING COMPANIES’ CSR PROJECTS? NO YES MEDIA EXPERTS BUSINESS EXPERTS

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 non-ingenious» 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 OBSTACLES

MEDIA and CSR: global trends Survey’2002 • Development process demands writing on immediate short-term risks and ignore problems which could become risks in long-term run • Media wants tripple-bottom-line to be seen in company press-releases not just one CSR aspect

LATIN AMERICA Media has superficial understanding of CSR; Deep coverage of issues is not made with critical analyses or third-party comments Social responsibility concept is mixed with social actions EC AND ACCESSION COUNTRIES Media market is not well developed Media depends on advertizer; But… there are some qualitative media which raise CSR topic Global TRENDS

BULGARIA More focus on event than reason for this event; Fragmentary approach to CSR thus a lot of readers can’t 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 Global TRENDS

SO… • Media reluctantly write on CSR issues because of the lack of TRUST to non-commercial idea of the company CSR; • More and more studies are being conducted on CSR and media • Clear governmental CSR policy, different prizes and awards for media encourages media to cover CSR issues • Advocacy campaign targeted at media is needed on CSR concept and its key principles and aspects; • Clear fair play rules is needed between media and CSR on the issues of CSR definitions…>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

CSRITERIA FOR CSR programs of the companies Ukraine’09 • 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.

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

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