Media as socially responsible business

1
Media as socially responsible business

• Two ways of measuring the medias CSR
  performance
• Reporting / Output (coverage of CSR)
• Non-reporting initiatives

2
The BBC as a socially responsible business

• Editorial Policy
• Marketing / Audience Research
• Feedback
• BBC Outreach
• BBC World Service Trust

3
More on the reporting aspect?

• Media as socially responsible business in terms
  of output issues, challenges (e.g. commercial
  pressures, govt censorship etc.)
• Example of BBC output under scrutiny Hutton
  Report

4
The BBC World Service TrustUsing communications
for development

• Charity established by BBC in 1999 to use media
  and communications to reduce poverty and promote
  human rights, thereby enabling people to build
  better lives.
• Strong emphasis on research and impact evaluation
• Reaches potential audiences of 163 million
  through BBC World Service and 85 million through
  BBC World TV in 33 different languages. Greater
  scale through national and local media partners
• Working in 40 countries worldwide - Africa, Asia,
  Middle East, FSU and Europe
• Access to skilled BBC staff, transferring
  broadcasting expertise globally in TV, Radio and
  Online Production with development focus.
• 17m income for 2006/7. DFID, EU, Dutch, Swiss,
  Norwegians, UN Agencies and Foundations.

5
The role of the media in development

• What is the role of the media in stimulating
  national debate and creating a demand for change?
• How can media form part of national information
  strategies? (provide communities with health,
  livelihoods and education)
• How should the media in developing countries be
  strengthened to enable it to play a more
  effective role?

6
Our Approach

• Engaging audiences to drive behaviour change
• High-quality production
• Distinctive and innovative content
• Entertaining
• Locally-driven production
• Local languages
• Understanding audience needs (research)
• Cultural awareness and engagement
• Peer-to-peer partnerships with broadcasters

7
The BBC World Service TrustUsing communications
for development

• Work focused around 5 key themes
• Health
• Governance
• Humanitarian Response
• Environment
• Learning for Livelihoods

8
Arriving a Governance Strategy

• STEP 1 Define Good Governance
• EU categories Effective/Difficult/Post-Conflict
• USAID Governance Parliamentary democracy
• DFID Transparent, Accountable, Effective
  Participatory

9
Arriving a Governance Strategy

• STEP 2
• Identifying where media can make a difference
• Defining direct and indirect goals for WST
  Governance and HR work

10
WST Governance DIRECT GOALS

• Transparency. Freedom of information, clarity
  and openness in decision-making
• Participation. Freedom of association, ability
  to voice views/participate in electoral process
• Accountability. Power to question public
  authorities.

11
WST Governance INDIRECT GOALS

• Peace. Conflict resolution, peace building,
  social cohesion democratic transfers of power
• Fairness. Rule of law, equal rights and
  treatment for all
• Human Rights. Respect for civil, political,
  social and economic rights
• Government effectiveness. Freedom from
  corruption, use of resources in the public
  interest.

12
Arriving a Governance Strategy

• STEP 3 Evaluating Context
• Trawling through indicators TI, FH, ODI, USAID,
  etc etc
• WB aggregates multiple indices under
• Voice and Accountability Political stability
• Government effectiveness Regulatory Quality
• Rule of Law Control of Corruption

13
Using WB Indicators

• Totalled
• Discarded high scorers
• Doubled Voice Accountability
• Used VA and Political Stability to assess two
  categories
• Conflict
• Closed
• gt WST Governance Indicators

14
Arriving a Governance Strategy

• STEP 4 Identifying the Governance Continuum
• Conflict Transitional Stable
• Closed

15
Intervention Level
16
Arriving a Governance Strategy

• STEP 5 Defining Methods, Tools and Sub Goals
  for each Context
• Conflict Transitional
• Stable Closed
• Participation key to all Governance work
• Working at different levels of intervention

17
Examples of WST Governance Work

• CONFLICT Some aspects of Darfur
• TRANSITIONAL Transitional Justice Sierra
  Leone Elections
• Extractive Industries
• Bangladesh Sanglap
• STABLE Nigeria BM/Voices
• CLOSED Iran

18
WST Governance Project Iran Media

• Funded by the Dutch Government
• January 2006 December 2007

19
The achievements of the Iran Media project

• Training more than 150 journalists and aspiring
  journalists through
• Face to face training
• iLearn (online learning courses) in Persian
• Launching a multimedia community website
• Broadcasting a live weekly radio discussion
  programme

20
Bojnurd
Mashhad
Sari
Rasht
Gorgan
Babol
Mahabad
Karaj
Tehran
Qom
Birjand
Kashan
Esfahan
Khorramabad
Masjed Soleyman
Kerman
Zahedan
Ahvaz
Shiraz
Sirjan
Bushehr
Bushehr
Bandar Abbas
Where our trainees come from
21
Face to face training in Istanbul 2006
22
Using iLearn
Interactive online journalism trainingand all
the things that enable it, including

• Training expertise
• Training material (including basic journalism,
  ethics, radio, TV, online, health reporting,
  reporting conflict, environmental journalism)
• A CMS (Content Management System)
  www.i-learn.co.uk/cms
• Websites e.g. www.i-learn.co.uk
• A discussion forum for trainees

23
Learning modules in iLearn
24
An interactive questionnaire
25
Zigzag Online Magazine

• Workshop a virtual newsroom for trainees
• Participation promoting general discussions
• Media awareness engaging the audience in media
  related topics

26
Virtual Newsroom
27
Moving up the ladder
28
The project after seven months

• 500,000 visits on the website
• 275,000 unique visitors
• 1,500,000 page impressions (not including
  visitors on BBC Persian website)
• 30,000 average visits of Zigzag articles on BBC
  Persian website
• 2000 registered users
• 2650 posts in discussion forums

29
(No Transcript)
30
Impact of the project

• Trainees with improved media skills have been
  recruited by national news organizations
• Ideas have been picked up by other Persian media
  outlets
• Stories have been republished or rebroadcast by
  Iranian print media and Persian broadcasters
  around the world
• Participants have a more critical approach
  towards media and journalistic output
• Trainees have shared the learning material with
  their fellow journalists in local media
• Some trainees have taken up editorial roles on
  the Zigzag website and radio show
• Formation of a virtual community of young media
  professionals
• Research and Learning department of the BBC World
  Service Trust is conducting an intensive audience
  study and impact research for the project

31
Health

• What we do
• The Trust works within five specific fields to
  improve health in developing and transitional
  contexts
• Maternal and child health
• HIV and AIDS
• Sexual and reproductive health
• Infectious diseases (for example malaria, TB,
  trachoma)
• Psychosocial health (e.g. mental health,
  gender-based violence, substance abuse)
• Key causes of morbidity and mortality
• In line with Millennium Development Goals

32
Health objectives

• The Trusts health projects aim to
• Foster health-seeking attitudes and behaviours by
  increasing knowledge, discussion, debate, and
  life skills.
• Encourage the creation and use of appropriate
  health resources by increasing demand for
  products and services and informing community
  action to meet this demand.
• Generate health-enabling environments - changing
  social norms (e.g. reducing stigma), and
  improving skills (e.g. of health workers, NGOs,
  and government agencies).

33
Cambodia - Maternal and Child Health

• Knowledge about breastfeeding immediately after
  birth increased from 38 to 67.
• Those washing hands to avoid diarrhoea increased
  from 10 to 25.

34
Impact

• MCH Cambodia
• Parents washing hands to avoid diarrhoea
  increased from 10 to 25.
• Knowledge about breastfeeding immediately after
  birth increased from 38 to 67.
• Awareness of Acute Respiratory Infections
  increased 20 to 80.
• Parents taking child with ARI to a health centre
  increased from 51 to 70.
• Parents having a child with an ARI in the past 14
  days reduced from 30 to 16.

35
Formats - spots
36
Approach Theoretical Foundations

• Early Communications for Development Approaches
• Behaviour Change Communications
• Social Marketing
• Entertainment Education
• Critiques of these approaches
• Dependency Theory
• Participatory Theory and Approaches
• Media Advocacy
• Social Mobilisation
• Trust merges approaches
• media (mass audience) and development
  (participatory, beneficiary based)

37
WST Approach

• 1. Identifying need (pre-proposal)
• Millennium Development indicators
• International initiatives WHO, UNAIDS, Roll-back
  Malaria
• Government strategies
• 2. Setting clear objectives (proposal stage)
• Organised around Knowledge, Attitudes, Practices
• Specific target audiences
• Realistic about changes a media project alone can
  achieve
• Sign-off with relevant government bodies MoH,
  NACC etc...and donor!

38
WST Approach

• 3. Engaging audiences
• High-quality production
• Distinctive and innovative content
• Entertaining
• Different formats for different objective
• 4. Locally-driven production
• Understanding audience needs formative research
• Cultural awareness and engagement
• Production in local languages
• Peer-to-peer partnerships with broadcasters
• Capacity building should be key element of health
  projects

39
Engaging at multiple levels

• Population Level
• Improving knowledge about how to prevent HIV
  transmission.
• Increasing number of people being test for HIV
• Practitioner Level
• Health sector encouraging health workers not to
  stigmatize people living with HIV and AIDS
• NGO and media sector increase health
  communication skills
• Organisation Level
• Encouraging greater commitment to health
  programming among public service broadcasters
• Policy / Systems Level
• Potential for advocacy work?
• Potential to lobby for increased commitment to
  health programming within
• broadcasting sector?

40
Messaging Barriers and Facilitators

• Extensive research into barriers and facilitators
  to desired behaviour change.

• What makes it difficult to change?
• Psychological fear, low self-efficacy
• Financial
• Access (lack of goods, clinics)
• Lack of information or familiarity
• What makes it easier to change?
• Perceived benefits
• Support, encouragement
• Services available in area
• Alternatives (prevention, treatment)
• Information, role models, etc.

41
Messaging Briefs
42
Message brief Cambodia