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CSR and Philippine media

CSR and Philippine media. Lala Rimando Newsbreak business editor CSR Forum Kiev, Ukraine July 12, 2007. most free-wheeling in Asia After 20-year Martial Law Private media companies were confiscated Press censorship Journalists critical of govt were jailed, killed.

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CSR and Philippine media

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  1. CSR and Philippine media Lala Rimando Newsbreak business editor CSR Forum Kiev, Ukraine July 12, 2007

  2. most free-wheeling in Asia After 20-year Martial Law Private media companies were confiscated Press censorship Journalists critical of govt were jailed, killed Free market orientation Mushrooming of private media orgs More private media org than government-owned Market is vibrant, crowded, sometimes sensationalistic takes “watchdog role” seriously Never again attitude Philippine media

  3. www.newsbreak.com.ph • Independent media Investigative reports, in-depth stories • Insider stuff that give a ringside view of the workings of people, politics, and power • Veteran and award winning journalists

  4. Filipino journalists learning about CSR

  5. CSR in the Philippines • Philanthropy/dole-outs have strong roots in Philippine society • Almost 85% are Catholics • Strong tradition of benevolence by wealthy families. Donate to gain heavenly blessings • Poor = 40% of population (85m) • Est 20% unemployment • Political instability • Natural disaster • BUT dependence rather than empowerment

  6. Businesses decided to get together to share resources Philippine Business for Social Progress www.pbsp.org.ph Allot 0.2% of after-tax profits for developmental projects Strategic philanthropy League of Corporate Foundations www.lcf.org.ph CSR Expo every year Philippine Business for Education US$500 million CSR budget for education Evolution

  7. Is CSR newsworthy?

  8. Generally not perceived as newsworthy because • Not really hard news • Don’t move the markets • Don’t affect prices • Mere feel-good stories • Not sexy topics • Not sensational • Messianic zeal is not persuasive enough

  9. because… • Cynical • We write mostly about • Corporate IRRESPONSIBILITY • Our watchdog role

  10. So… • CSR (by default) = PR • Atonement of sins • Cover-up • Relegated to the PR section OR • CSR events of companies become occasions to ambush CEOs with questions on more controversial issues

  11. CSR Drivers • Imposed through the value chain • Sins of the past of industries • garments, mining, pharmaceuticals, food • Multinational companies implementing CSR agenda of head office • Market competitiveness • Major local companies riding the global fashion

  12. But… • Companies need to communicate their CSR to realize their goals • reputation that translates to goodwill • become employer of choice • boost brand • So how to bridge?

  13. A typical (business) reporter • Required to have at least two stories a day • Needs information to be fast and reliable

  14. “Our stories should reflect current business trends. If we see that more CEOs are making the announcements themselves with regards to their CSR activities or issues, then there may be a shift in the coverage of CSR.” - Roel Landingin, FT

  15. “If people behave normally, that is not news. If companies donate books, that is not news. There is no impact to the community. But if the money or the impact is substantial enough to empower the communities, then that is news.” -Joe Torres, Gmanews.tv

  16. BUT… We need GOOD STORIES “But we don’t want them to be PR stories.” - Jasmine Romero, RMN

  17. Even good stories have to follow the standards of journalism : • Timeliness, Accuracy, Impartiality, with public interest, Uniqueness, Scale, etc “Let us keep a healthy dose of cynicism” • There is need to see CSR as more than just feel-good stories. • Journalists need to dig deeper, put CSR activities into context, and report them as part of a bigger story on a company’s activities.

  18. Are businesses ready for this paradigm? “It’s nice that the media are learning how to analyze CSR projects of companies. But are [the companies] ready for questions that will look at CSR as reflected in their business operations?” - Josue Claur, British Council

  19. SEE THE BIGGER PICTURE

  20. To the CEOs • TRANSPARENCY. • Don’t lie. It will haunt you. • Show us the EVIDENCE • Good use of money.

  21. Make, Take, Give • Philanthropy • just a subset of CSR • You make, you take and you give. • CSR - what you “make” and how you “take” is more essential than what you “give”.

  22. Thank you

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