Docstoc

Social Responsibility of Media in HR

Document Sample
Social Responsibility of Media in HR Powered By Docstoc
					                                          Social                 MANAGEMENT


                                          Responsibility of      LEARN CONSULT RESEARCH




                                          Media in HR

Sohan Babu Khatri
CEO, Three H Management
Advisor, Corporate Social Consortium (CSC)




MANAGEMENT
                         1st National Media Conference on Harm Reduction
LEARN CONSULT RESEARCH                               12th Jan, Wednesday, 2010
            ―Independent media can contribute
                                            MANAGEMENT
              to the betterment of nations and
                                            LEARN CONSULT RESEARCH




                          societies.

                   In order to do so, however,
                 they must often undergo their
                own self-improvement process.”



MANAGEMENT
LEARN CONSULT RESEARCH
                                   MANAGEMENT
                                   LEARN CONSULT RESEARCH



―The freedom of the press is granted
only to those who own one‖




MANAGEMENT
LEARN CONSULT RESEARCH
Introduction
                                           MANAGEMENT
                                           LEARN CONSULT RESEARCH




• Media have become powerful instruments,
  taking on a wide social role, conferring status on
  public issues, people, organizations and social
  movements.

• Research testifies that the standing of social
  policies is raised when they are delivered by
  people who command favourable attention in the
  media.
• Media exposure legitimizes the status of
  individuals, groups and their causes.
………….
                                      MANAGEMENT
                                      LEARN CONSULT RESEARCH




• This presents managers of government
  and grassroots organizations, as well as
  journalists and public relations officers,
  with new challenges to obtain additional
  knowledge on the use of media and
  telecommunications as tools to expose
  audiences to their views and to enlighten
  public opinion concerning social policies
  and services.
………….
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH




• The role of the media in shaping public
  perceptions and opinions about significant
  political and social issues has long been the
  subject of much speculation and debate

• The mass media brings simulated reality into
  our lives and we find ourselves relying on
  those sources to provide a conceptualized
  image of the real world.
Cultivation Theory
                                        MANAGEMENT
                                        LEARN CONSULT RESEARCH




• View of the influence of the media is
  elaborated on in what is called ‗Cultivation
  Theory‘ (Gerbner, Gross, Morgan &
  Signorielli, 1980).

• Cultivation Theory holds that the popular
  media, has the power to influence our view of
  the world and it is ―primarily responsible for
  our perceptions of day-to-day norms and
  reality‖
Agenda Setting Theory
                                          MANAGEMENT
                                          LEARN CONSULT RESEARCH




• Places somewhat less emphasis on the
  impact of the media on public opinion and
  more emphasis on what issues are actually
  covered in the media

• ―the media may not be successful much of
  the time in telling people what to think, but it
  is stunningly successful in telling its readers
  what to think about‖
………
                                        MANAGEMENT
                                        LEARN CONSULT RESEARCH




• The media can and often does decide what
  is reported, and these stories, in whole or in
  part, are assimilated and accommodated into
  the emotional fabric and cognitive structures
  of individual readers and viewers.

• How the media chooses to report and to
  comment on those events and issues will
  also have an impact too and will inevitably
  influence the thinking of many.
                                 MANAGEMENT
                                 LEARN CONSULT RESEARCH




Accountability
Vs.
Social Responsibility of Media




MANAGEMENT
LEARN CONSULT RESEARCH
……………
                                 MANAGEMENT
                                 LEARN CONSULT RESEARCH




 “Whereas accountability often is
 referred to as the manifestation of
  claims to responsibility, the latter
 is the acknowledged obligation for
      action or behaviour within
  frameworks of roles and morals”
………..
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH




• More specifically, social responsibility
  entails the necessity for the journalist to
  keep society‘s interest as a top priority.

• “we cannot reasonably demand that the
  press give an account of itself or improve
  its performance until we determine what it
  is the press is responsible for doing”
                             MANAGEMENT
                             LEARN CONSULT RESEARCH



What are the parameters of
media literacy of public ?




MANAGEMENT
LEARN CONSULT RESEARCH
The 5 A’s of Media
Literacy                           MANAGEMENT
                                   LEARN CONSULT RESEARCH




Access                      Awareness

 Assessment               Appreciation

                                 Action
    A Framework for Empowerment,
 Engagement, and Active Citizenship in an
            Information Age
…….
                                                           MANAGEMENT
                                                           LEARN CONSULT RESEARCH




   Awareness
• What is the meaning of this information in larger social & civic
  contexts?
• What are the main issues in the information presented?
• What are the underlying assertions?
• How are the stories being told? And by whom?
The 5 A’s of Media
Literacy                      MANAGEMENT
                              LEARN CONSULT RESEARCH




Access                  Awareness

 Assessment            Appreciation



              Action
                 MANAGEMENT
                 LEARN CONSULT RESEARCH




 GET EDUCATED ABOUT
THE MEDIA OR EDUCATE
      THE MEDIA
The 5 A’s of Media
Literacy                    MANAGEMENT
                            LEARN CONSULT RESEARCH




Access                Awareness

 Assessment          Appreciation




Action
                           MANAGEMENT
                           LEARN CONSULT RESEARCH




The 5 A’s serve as a guide for
  understanding the skills and
    awareness necessary to
properly understanding media’s
  roles and responsibilities in
      democratic society
                                             MANAGEMENT
                                             LEARN CONSULT RESEARCH




Moving Beyond Cynicism

  We ask
    •   What do media do?          awareness
    •   How can they do it better?
    •   Why are media essential? understanding
                                
    •   How can YOU be responsible too?
                                      
                                    action
                                                   MANAGEMENT
                                                   LEARN CONSULT RESEARCH



         Media Needs to Distinguish between
           Knowledge vs. Social Capital


                  Social Capital has far more appeal




MANAGEMENT
LEARN CONSULT RESEARCH
                               MANAGEMENT
                               LEARN CONSULT RESEARCH



Are Media being Bias against
Social Causes ?




MANAGEMENT
LEARN CONSULT RESEARCH
Biases
                                                    MANAGEMENT
                                                    LEARN CONSULT RESEARCH




             Bias through selection and omission.
 What stories, events or perspectives
    are included or not included.         HARM REDUCTION


                      Bias through placement.
 . The importance attached to the story
    by where in the media it is placed.   HARM REDUCTION


                            Bias by headline.
The message conveyed about the story
 by the words chosen for the headline.    HARM REDUCTION
Biases……….
                                                              MANAGEMENT
                                                              LEARN CONSULT RESEARCH




         Bias by photos, captions and camera angles
 The emotive nature of the image used to
           illustrate the story.                    HARM REDUCTION



             Bias through the use of names and titles
  How an individual, group or organization is
  designated and the labels used to describe
                     them.
                                                    HARM REDUCTION



            Bias through statistics and crowd counts
   Incomplete, inaccurate or selective use of
statistics. Words chosen to describe crowd size.   HARM REDUCTION
Biases……….
                                          MANAGEMENT
                                          LEARN CONSULT RESEARCH




         Bias by source control.
Sources of information and
   the status of those          HARM REDUCTION
        sources.




         Word choice and tone.
 Use of positive or negative
words to describe a person or   HARM REDUCTION
          situation.
                         MANAGEMENT
                         LEARN CONSULT RESEARCH




CSR and Media




MANAGEMENT
LEARN CONSULT RESEARCH
Key Agendas can be …… ?
                                   MANAGEMENT
                                   LEARN CONSULT RESEARCH




 • understanding the implications of CSR
   for media organizations
 • identifying areas for prioritization
 • sharing best practice
 • engaging with stakeholders
 • collaborative projects on key issues
CSR Issues
                                    MANAGEMENT
                                    LEARN CONSULT RESEARCH




 • those common to all sectors
 • those shared with other sectors but
   with unique implications for the media
 • those unique to the media sector
MANAGEMENT
LEARN CONSULT RESEARCH
Recommendations
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH




• Improve and maintain relationships, trust and
  communication with specialists, including the
  scientific community and NGOs, to help
  inform the public about emergent issues and
  provide factually-based articles/ programs

• think more strategically – this could include
  linking the creative side of an organisation
  with its CSR and sustainability objectives
…….
                                                MANAGEMENT
                                                LEARN CONSULT RESEARCH



• Provide more opportunities for pollination of ideas and
  collaboration across genres and with outside experts.
  If risk-taking and experimentation is to be
  encouraged, media organisations need to devote
  more resources to the development process.
• Individuals who feel passionately – champions – also
  play a key role in promoting difficult or ambitious
  projects
• Content should cater for a range of audiences, not
  just those who already have a strong interest
• Special attention needs to be paid to new formats and
  to populist issue–    both have the potential to reach
  big mainstream audiences
MANAGEMENT
LEARN CONSULT RESEARCH
News Story Issue / Stakeholder Map
                                     MANAGEMENT
                                     LEARN CONSULT RESEARCH
Example - BBC
                                             MANAGEMENT
                                             LEARN CONSULT RESEARCH


• The BBC‘s editorial guidelines, for instance, codify
  the good practice expected from the creators and
  makers of all BBC content. In a detailed and
  stewarded fashion they focus on the following:

  –   Truth & accuracy
  –   Impartiality & diversity of opinion
  –   Editorial integrity & independence
  –   Serving the public interest
  –   Fairness
  –   Privacy
  –   Harm & offence
  –   Children
  –   Accountability
MANAGEMENT
LEARN CONSULT RESEARCH
MANAGEMENT
LEARN CONSULT RESEARCH
MANAGEMENT
LEARN CONSULT RESEARCH
The STARCC Principle
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH




Your public messages related with social issues
must be:
          Simple
          Timely
          Accurate
          Relevant
          Credible
          Consistent
Communication Impacts
                                          MANAGEMENT
                                          LEARN CONSULT RESEARCH




 5 organizational concerns -- you need to.

 1.   Execute response and recovery efforts
 2.   Decrease casulties
 3.   Avoid misallocation of limited resources
 4.   Reduce rumors
 5.   Avoid wasting resources
5 communication failures that kill
operational success                    MANAGEMENT
                                       LEARN CONSULT RESEARCH




1. Mixed messages from multiple experts
2. Information released late
3. Paternalistic attitudes
4. Not countering rumors and myths in real-
   time
5. Power struggles and confusion
5 communication steps that
boost operational success               MANAGEMENT
                                        LEARN CONSULT RESEARCH




 1.   Execute a solid communication plan
 2.   Be the first source for information
 3.   Express empathy early
 4.   Show competence and expertise
 5.   Remain honest and open
Six Principles of Social Journalism
                                                                  MANAGEMENT
                                                                  LEARN CONSULT RESEARCH



           • If the information is yours to provide by organizational
             authority—do so as soon as possible. If you can‘t—then
Be First     explain how you are working to get it.



           • Give facts in increments. Tell people what you know when you
             know it, tell them what you don‘t know, and tell them if you will
Be Right     know relevant information later.



           • Tell the truth. Do not withhold to avoid embarrassment or the
             possible ―panic‖ that seldom happens. Uncertainty is worse
  Be         than not knowing—rumors are more damaging than hard
Credible     truths.
Six Principles of Social Journalism
                                                  MANAGEMENT
                                                  LEARN CONSULT RESEARCH




          • Acknowledge in words what
Express
Empathy
            people are feeling—it builds trust.

          • Give people things to do. It calms
Promote     anxiety and helps restore order.
 Action


          • Treat people the way you want to be treated—the
            way you want your loved ones treated—always—
 Show
Respect
            even when hard decisions must be communicated.
Where audiences seek information
                                         MANAGEMENT
                                         LEARN CONSULT RESEARCH




• Urban—TV, radio, social network (new
  media)
• Rural—Local health, responder and civil
  authorities, Radio
• Emphasis on local media
• Internet for detailed searching and social
  media
• Value multiple sources to enhance
  confidence in knowledge
     Social/Development Journalism
                                                            MANAGEMENT
                                                             LEARN CONSULT RESEARCH


     Multiplicity of actors and approaches in the NGO and media
                                   sectors

1.    NGO-Media relations

     –   Ignorance, lack of understanding, mutual mistrust and
         prejudices (power struggle)
     –   The relationship that NGOs develop towards the media is more
         geared towards increasing their own visibility than towards the
         circulation / broadcasting of content.
     –   NGOs compete with each other in their relations with the media
     –   NGOs use the mass media framework mechanically, in order to
         develop their own framework for development education and
         development
             Key observations
                                                  MANAGEMENT
                                                  LEARN CONSULT RESEARCH



2. Media Limitations

  –   The mass media is becoming commercialized and
      moving towards creating consumers, whilst social
      work is aimed, or should be aimed, at creating
      citizens
  –   Mass media is more and more dependant on
      financial or political power: monopolies of certain
      press agencies
  –   There is a cycle between media and audience and
      audience media because they influence each other.
      The audience is an independent entity: how
      influential is the media?
  –   Streamlining strategy (uniform approach) or
      information strategy?
                          MANAGEMENT
                          LEARN CONSULT RESEARCH




Recommendations to NGOs




MANAGEMENT
LEARN CONSULT RESEARCH
Recommendations to NGOs
                                    MANAGEMENT
                                    LEARN CONSULT RESEARCH




Conceive a media strategy :
  – What media for what information?
  – What time slot for what audience? (e.g
    The BBC morning news is listened to by
    politicians)
  – How should we measure impact amongst
    „our‟ audiences?
Recommendations to NGOs
                                   MANAGEMENT
                                   LEARN CONSULT RESEARCH




• Promote thorough study/research on the
  articulation  between     media    and
  development/eradication    of    social
  problems.

• Promote best practices and collaboration
  between NGOs and the Media

• Take the context in to account: audience
  profile, country context, and media
  agenda…
Recommendations to NGOs
                                            MANAGEMENT
                                            LEARN CONSULT RESEARCH




• Create strategic alliances:

  – Between different NGOs in order to construct
    and produce coherent messages with regard to
    the Mass Media
  – Between NGOs and journalists in order to
    promote a vision of more diverse North-South ,
    East-West relations
  – With other sectors that we are not normally
    familiar with (such as politicians, religious and
    professional groups etc…)
 Recommendations to NGOs
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH



• Create opportunities for discussion between
  NGOs and journalists

• Target the development of certain
  relationships with local media through
  regular contact with press, radio and TV

• Encourage the Mass Media to suggest
  alternative images and messages
Recommendations to NGOs
                                    MANAGEMENT
                                    LEARN CONSULT RESEARCH



• Take your campaign or our story to where
  the media is

• Recognize reality by locating less obvious
  and more diverse sources of information

• Create a community: notionally and maybe
  virtually, based on shared values, respect
  and reciprocity.
  Recommendations to NGOs
                                            MANAGEMENT
                                            LEARN CONSULT RESEARCH




• Strengthen community: through media education,
  development of accurate representations by
  promoting a perspective of communication based
  on rights and principles of equality
• Support, strengthen or help create public media
  such as public service broadcasting or community
  radio
• Design a model to combat the advertising model
• Give strategic CSR plan related with your issue to
  corporate houses and help them develop their
  social media marketing.
Recommendations to NGOs
                                      MANAGEMENT
                                      LEARN CONSULT RESEARCH




• Use stereotypes to ones own advantage. For
  example, plan a media event around a
  current stereotype and cleverly shatter it.

• Think creatively, act differently

• Take help of professionals/management
  literates/experts/businessmen
  (INNOVATION)
                           MANAGEMENT
                           LEARN CONSULT RESEARCH




Recommendations to Media




MANAGEMENT
LEARN CONSULT RESEARCH
Recommendations to Media
                                         MANAGEMENT
                                         LEARN CONSULT RESEARCH




• Recognize your ability/power/influence and
  act as a responsible citizen raising the issues
  that really matters and that makes difference
  in society.
• Earn Soft Power by following social issues.
• Broaden your social network – it pays out in
  long term
• The diversity of interesting stories are in
  social field – recognize it.
Recommendations to Media
                                       MANAGEMENT
                                       LEARN CONSULT RESEARCH




• Issue related news are just news – Search for
  hidden agendas

• Maintain constant     dialogue    with           key
  stakeholders

• Follow social campaigns and if possible,
  LEAD IT.
                                     MANAGEMENT
                                     LEARN CONSULT RESEARCH




   DON’T YOU SEE LONG TERM
PROFITABILITY IN FULFILLING SOCIAL
        RESPONSIBILITY ?
………
      MANAGEMENT
      LEARN CONSULT RESEARCH
                    MANAGEMENT
                    LEARN CONSULT RESEARCH




It is the most powerful
 ones who should dare
          to raise
      unconventional
          issues.
                              MANAGEMENT
                              LEARN CONSULT RESEARCH




  How can you expect un-obvious
issues deserving obvious methods ?



BE INNOVATIVE
BE CREATIVE
343




                                                           MANAGEMENT
                                                           LEARN CONSULT RESEARCH




          http://www.mapinc.org/hr.htm

                    MEDIA AWARENESS
                        PROJECT



      A WORLDWIDE NETWORK DEDICATED TO DRUG POLICY REFORM. WE
      INFORM PUBLIC OPINION AND PROMOTE BALANCED MEDIA COVERAGE
                                                                 MANAGEMENT
                                                                 LEARN CONSULT RESEARCH




 Thank you.




MANAGEMENT
                         1st National Media Conference on Harm Reduction
LEARN CONSULT RESEARCH                               12th Jan, Wednesday, 2010

				
DOCUMENT INFO