What does CR entail in the media sector?

 
Corporate responsibility (CR) means a company's responsibility for its impact on its surrounding society and stakeholders. In the media industry, corporate responsibility has unique characteristics, which traditional definitions of responsibility cannot sufficiently describe. In addition to the economic, social and ecological effects typical of all entrepreneurial activity, the activities of media companies have direct and indirect social and cultural effects that are difficult to measure but still important.
 

Finding the essential by listening to stakeholders

 
Corporate responsibility is an inherent part of the media industry. Yet, systematic management and reporting of corporate responsibility that takes into account the industry-specific characteristics is only taking its first steps. That is why Alma Media conducted a wide-ranging interview study in the turn of 2009-2010 to find out what its key stakeholders consider the most important components of corporate responsibility in the media industry and what kind of expectations they have for Alma Media's corporate responsibility. The study also provides the company with an in-depth understanding of how it can contribute to sustainable development. In addition, the results offer an insight into responsibility in the media business in general.
 
Nearly 50 stakeholder representatives were interviewed for the study. They included readers of Alma Media's newspapers, users of the company's online services, advertisers, employees, investors, government representatives, representatives of non-governmental organisations, reporters of other media, representatives of media companies and suppliers. The study is a part of a Master's thesis for the University of Stockholm.
 

Reliability and environmental responsibility at the core

 
The study indicates that responsibility in the media industry comprises both special characteristics of the industry and traditional corporate responsibility issues common to all companies. According to the study, reliability, primarily implying the provision of reliable media content, as well as environmental responsibility are the two most important elements of responsibility. Journalistic integrity, responsibility for employees and the promotion of free speech also figure prominently. 
 

Locality characteristic of Alma Media's corporate responsibility

When asked about Alma Media -specific features of corporate responsibility, the respondents said that Alma Media's responsibility includes the same things as that of other media companies. In addition, however, the stakeholders emphasised Alma Media's responsibility in promoting locality. This derives from the significant role of Alma Media's newspapers and online services in creating and maintaining communality and local identity within their areas. This means not only guaranteeing the vitality of local papers but also local journalism: that the content of a local newspaper is genuinely local instead of shared content.  
 

Stakeholder expectations focus on the environment

The study also researched stakeholder demands on Alma Media's responsibility. These are the issues around which stakeholders feel Alma Media needs to act more responsibly.
 
The research revealed that employees, advertisers, non-governmental organisations and investors have considerably more demands on corporate responsibility than, for example, readers and online visitors. The requirements also reflect every stakeholder group's relation with Alma Media. One theme, however, is prominent in all stakeholder groups: environmental responsibility should be, to a greater extent, an integral part of all Alma Media's operations.