Last week I had the opportunity to present some of the findings of media monitoring on philanthropy, on Annual Conference of PR Society of Serbia; the panel was exploring media relation toward CSR and corporate philanthropy. Though findings – some of which some were already shared here – seemed to confirm opinions of corporate PR experts (media are not that interested, they do not provide sufficient information etc.) presence of the “other side” made panel discussion really interesting. Zoran Stanojevic, editor and presenter of Oko Magazin, one of the Serbian Broadcasting Agency (RTS) TV shows with highest ratings shared his opinion:
‘Imagine media as a restaurant, where editor is maitre d’ and we, journalists are waiters; public is customer. So, restaurant needs to decide what should be offered – a steak and potatoes and rich chocolate dessert or maybe a healthy meal such as kale or broccoli? Well, restaurant needs customers and to make money so it will offer the most attractive thing on the menu. Honestly – at least in the region – that would be steak and potatoes. Yes, broccoli is good, broccoli is healthy but… it’s still broccoli!”