Exploring Media and Corporate Social Responsibility: Insights from the “Role of Media in CSR” Workshop

In a dynamic and thought-provoking event held on May 10, 2024, media professionals and CSR practitioners gathered at The Urban Hotel in Lusaka for a workshop titled “Role of Media in CSR.” Sponsored by JTI Leaf Zambia and supported by Liquid Intelligent Technologies and Umoyo Natural Health, the event delved deep into the theme of “Shaping Narratives, Building Impact: Building Effective Collaboration Between Corporates and the Media in CSR.”

The workshop proved to be a resounding success, drawing a diverse and engaged audience eager to explore the intersection of media and corporate social responsibility (CSR). Throughout the day, participants had the opportunity to delve into the perspectives, priorities and coverage of CSR and sustainable development issues by the media.

The agenda was packed with insightful sessions and interactive discussions, providing a platform for attendees to gain valuable insights into how CSR initiatives are portrayed to the public and the challenges faced by both the media sector and corporates in effectively communicating their impact.

The workshop kicked off with a session on “Media and CSR Impact,” emphasizing the significance of CSR in today’s society and the pivotal role media plays in shaping public perception. This was followed by a keynote presentation titled “Beyond Headlines – Crafting Compelling Narratives for Sustainable Impact,” which provided attendees with valuable strategies for effectively communicating CSR initiatives to diverse audiences. Attendees were also given insight by the workshop sponsors, JTI Leaf Zambia, on “How JTI Invests in Communities they operate in,” outlining the company’s commitment to sustainability and its impact on local communities.

The workshop concluded with a summary of key takeaways and next steps, leaving participants inspired and motivated to drive positive change in their respective fields. Opportunities for collaboration were identified, and stakeholders were encouraged to work more cohesively towards Zambia’s socio-economic development goals.

Overall, the “Role of Media in CSR” workshop provided a valuable platform for media professionals and CSR advocates to come together, exchange ideas, and explore innovative solutions to pressing societal challenges. As we look towards the future, it is clear that effective collaboration between corporates and the media will play a crucial role in shaping narratives and building impactful CSR initiatives.

Stay tuned for more updates and future events as we continue our journey towards a more sustainable and inclusive future.