Media outlets are quick to comment on what is happening on the world around them – including in other media companies – but when it comes to reflection they can be found lacking. The events of the past month have been a case in point.
The phone hacking scandal at UK newspaper News of the World, which led to its closure last month, generated a huge amount of media coverage, with headlines in other newspapers screaming “
Phone-hacking scandal: Key figure at News International arrested” and “
News of the World hacker 'just following orders'”. It was the perfect opportunity for media outlets to shine a light on a previously darkened corner of a competitor’s operations.
But perhaps media companies should think about their own policies, standards and transparency, rather than concentrating on others’.
Newsrooms need clear policies for how to develop content – reporters need to be told clearly whether they are allowed to hack phones or not. If everybody is doing it they will assume it is common practice and will join the gang.
Content development is at the heart of accountability for media companies of all kinds: news, print, broadcasting, gaming, video and film. It also has a huge impact on the public – people trust what their newspaper, television program or radio station tells them. Media companies have a responsibility to think about their policies and performance, and to make improvements where possible.
Maaike Fleur
Media companies, then, are far from exempt when it comes to sustainability reporting. In fact, it is one way they can be clear about their policies, ethics and performance. The Global Reporting Initiative is currently developing guidelines – the Media Sector Supplement – for media companies to follow to report on their sustainability. The Supplement asks organizations to disclose their economic, environmental, social and governance goals and performance, policies, organization responsibility, training and awareness, and monitoring and follow up.
The Supplement asks companies to provide evidence on certain Indicators and Disclosures. For example, following assessment, media organizations have the opportunity to take action to either initiate or improve the content quality, and sustainability issues addressed and reflecting society’s diversity. Companies could report hiring decisions about staff creating content, training of content development staff, and budgeting decisions. As far as content quality goes, information such as editorial policies and codes, as well as, responses to feedback are two processes that would improve media companies’ accountability.
So while News Corporation’s embroilment in the phone hacking scandal has shaken the media sector (and given them something to write about), companies should be looking forward to more transparency, more accountability and more reporting.
Editor's Note: Please read more about the Global Reporting Initiative's Media Supplement Project!
