PowerPoint Template

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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 trends Ukraine09

• .

MEDIA EXPERTS
BUSINESS EXPERTS
IS THERE ANY DIFFERENCE BETWEEN CSR OF MEDIA AND
OTHER COMPANIES
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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
• 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

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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

• 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

• 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

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MEDIA and CSR global trends

• Survey2002
• 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

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Global TRENDS

• EC AND ACCESSION COUNTRIES
• Media market is not well developed
• Media depends on advertizer
• But there are some qualitative media which raise
  CSR topic

• 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

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Global TRENDS

• BULGARIA
• 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)

• 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

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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 definitionsgtgtgtgtgtgtgtgtgtgtgtgtgt
   gtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgtgt

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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_at_csr-ukraine.org
• www.csr-ukraine.org