At a time when the public is constantly receiving a flow of often contradictory information, it is tough to sift through it all and make a concrete opinion. On the issues where we are involved, investigative journalism and certain NGOs work too often in an accusatory tone that leaves no place for objectivity or co-building. Indeed, certain traditional industry players are often targeted although it is impossible to consider a future without them in the short- and medium-term. Instead of stigmatising them, we need to imagine a sustainable, feasible future together. Thus, there is a place for a new responsible actor for this mission on the outskirts of journalism to work on companies’ and NGOs’ messages. What is the condition? Combining rigour, education, and impartiality. To be active, corporate communication must embrace sensitive issues instead of fleeing them. It must find allies to identify solutions that are sustainable over time and make them known to bring in outside individuals, notably the general public.
Suggesting to companies to take a look at their strategy, analyse their know-how, and understand their vision with an impartial look
Identifying the key topics and messages to develop
Identifying foundational partners (NGO, stakeholders, etc.) to develop advocacy;
Developing shared objectives
Allying with media partners to involve the general public in these projects through co-built, co-publicised content
This approach allows for real listening and creates a space for dialogue, and the content created has a credibility that traditional institutional communication cannot bring. SUSTAIN’s action is unique since this tripartite way of developing projects and proof through co-branded content with the experience that we have is still not widely used. SUSTAIN deliberately stays away from conflicts between journalists/NGOs/businesses. On the contrary, we accept our middle grounds and areas of disagreement and build on them.
Our promise to businesses: The companies that we work with and who involve themselves transparently and in good faith will be rewarded publicly. The impact of our actions will be assessed both internally and externally. The content developed will have to reach a large audience and lead them to ask questions rather than providing ready-made answers. Our promise to the stakeholders: our expertise and rigour were used to further the survey work carried out. Without a constructive and transparent approach, SUSTAIN pledges to stop the work in progress. Ultimately, the goal is to find a common vision for tomorrow.