In brief: the workshop for media representatives on how to inform about SDGs

The workshop “Raising Media Awareness on the 2030 Sustainable Development Agenda as a mean of promoting the Sustainable Development Goals” was held in Minsk on November 15, 2018, by UNDP office in Belarus, UNICEF, and UNFPA. The occasion has brought Belarusian media representatives together with consultants from Germany, Turkey, and Belarus in order to take a look at the best practices of conveying information about SDGs to the mass audience.

The meeting was opened by the UN Resident Coordinator in Belarus Joanna Kazana-Wisniowiecki and the National Coordinator for implementation of SDGs Marianna Schotkina. The National Coordinator has brought to the attention of the participants the steps that Belarus has already taken to build the work on achieving SDGs. Marianna Schotkina also noted the importance of the media coverage in this process. The Minister of Information of the Republic of Belarus Alexander Karlyukevich also addressed the journalists on the matter.

The first to share his experience with covering SDGs in mass media was Nicolas Douillet, communication specialist at UNDP Regional Centre (Istanbul, Turkey).  

Nicholas has highlighted the problem he’s facing in his work — people do not believe that the Sustainable Development Goals are achievable. However, he cites as an example the fact that world poverty has decreased threefold thanks to a timely implemented plan (Millenium Development Goals). 17 Sustainable Development Goals imply the same kind of plan.

In order to talk about SDGs in an accessible and newsworthy way Nicholas proposes to pay attention to modern trends in communication:

– increased share of video in media consumption;

– increased media weight of bloggers;

– readers’ media consumption on social media (be where your reader is).

In conclusion, Nicholas Douillet offers some tips on how to convey information about the SDGs to the reader:

1. Visualize

Any information is better received if accompanied by visuals.

2. Think positive

No matter how important the problem is, if the situation is hopeless, people defend themselves from frustrating information. Offer the ways to solve a problem instead of horrifying readers.

3. Explore the formats

From comics to video, the more different formats are used for the same content, the greater its potential audience.

4. Look for the stories on which depends the future  

For example, peatlands in Belarus are a source of income for thousands of people and an important environmental factor for the whole Europe.

5. Tell stories

The story of a relatable person works best.

German media practitioner Heike Jansen, (the board member of OO Netzwerk Weitblick, responsible for training and development), has identified the main barriers for SDGs coverage in media:

– lack of funds;

– high competition;

– low wages for journalists;

– reduction of trust to media;

– lack of time for the research and verification.

Among the most effective tools for presenting information about SDGs Heike cites:

1. Storytelling

2. Visualization

3. Service Journalism (creating useful instructions and maps that explain how to implement the SDGs in everyday life)

4. Development of a database of experts in various fields for data verification

Belarusian experience of working with media on promoting SDGs was presented by the coordinators of the Partnership Group for Sustainable Development, who have been working on gender equality, ecology and corporate social responsibility matters for many years.

Alkhovka Irina Alexandrovna (the Coordinator of the Partnership Group on Social Issues, chairman of the board of the international public association Gender Perspectives) was speaking about the study of gender stereotypes in recruitment and the situation with gender discrimination in Belarus, which was conducted jointly with the media (Rabota.tut.by).

Evgeny Aleksandrovich Lobanov (the Coordinator of the Partnership Group on Environmental Issues, the Director of the Center for Environmental Solutions) shared the experience of delivering information on SDGs and eco-living in various formats tested by the Center for Environmental Solutions. The materials produced by the center are often distributed in media, proving the thesis that interactive maps, memos, and interviews with experts are in demand among users and clearly perform the service function of journalism.

Alexander Skrabovsky (the Coordinator of the Partnership Group for Cooperation with Business, the Chairman of the Coordination Council of Global Compact Network in the Republic of Belarus, the Director of Dobra Foundation) spoke about the existing legislative obstacles for publications on socially responsible business and suggested ways to overcome them.

The seminar was attended by representatives of 20 media outlets. The participants formulated proposals for developing an information strategy on the SDGs, cited the need for greater involvement of the Ministry of Information and creating a group of journalists to coordinate the work on promoting SDGs.