integrating sustainability themes into media - Collaborating Centre ...

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If political leaders aspire to promote positive change, a primary objective must be
to increase the awareness of sustainability and its importance to society among
media organisations, journalists and media makers. It is therefore necessary to
create tools to provide extensive, uncomplicated and accessible sustainability information
for journalists. In addition, media decision makers with access to relevant
and reliable information on reasons to adopt CSR policies within their organisation
will be more likely to integrate CSR/sustainability content into their organisation’s
editorial concept.
For these reasons a core strategic area is the Exchange of Sustainability Information.
The goal is to create channels that provide comprehensive and relevant
sustainability information to journalists and media organisations to provide a basis
for competent and thoughtful coverage of sustainability issues. Potential tools
could include the establishment of a sustainability Web-Portal (press agency),
regular expert roundtables, stakeholder dialogue events, panel discussions, forums
and/or a database of leading experts (see chapter 4.4).
Strategy Area II: Learning and Education
In order to increase both quality and quantity of sustainability media coverage it is
furthermore important to create learning and education tools that strengthen
sustainability awareness and knowledge among journalists and media makers. A
useful strategy to improve both the quality and quantity of sustainability coverage
might be to provide comprehensive and ongoing education tailored toward media
representatives. It is therefore necessary to define the educational content and
develop the required teaching materials. It will also be important to provide assistance
in the form of professional development opportunities for decision makers in
media organisations to assist with raising awareness of corporate social responsibility
issues.
The second core strategic area of action is therefore Learning and Education.
Potential tools could be include the development of targeted workshops and seminars,
the development of sustainability modules in academic journalism programmes
augmented with incentives such as journalistic fellowships and awards
for sustainability coverage (see chapter 4.4).
Strategy Area III: Financial Support
Financial tools and support are essential to facilitate the integration sustainability
content in different media formats and to support the development of necessary
partnerships and research activities. With appropriate financial support, the neces-
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