Janeta Diadovska, bTV Media Group: Social responsibility begins with personal example
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The media encourage and stimulate positive change in society. Access to information and building healthy communities united by a common cause are some of the ways this happens. Janeta Diadovska, Director of Marketing and Corporate Communications at bTV Media Group, discussed these and other interesting topics in a fascinating interview for the Manager magazine.
bTV Media Group has been working in this direction for over a decade and has integrated social responsibility into its management model. The "Good Example" platform created by the media brings together a wide network of partners to support young talents, help people in need and protect Bulgaria's nature.
"For us as a media outlet, it is of the utmost importance to promote and publicize good practices in the field of corporate social responsibility. We support a number of important social causes and charitable initiatives free of charge. We do it together with our faces and we believe in the power of well-told stories to lead by example in TV, radio and digital environments. Every year, bTV Media Group is involved in over 40 social campaigns, in addition to its own initiatives. We strive to promote innovation, entrepreneurship and bold ideas to inspire more companies, organizations and institutions to act actively for the benefit of people," says Janeta Diadovska.
The media group's ESG strategy includes specific sustainable management processes applied in relations with employees, partners and suppliers - reducing the carbon impact of daily activities; putting people at the center of everything the company does, incl. inclusion of disadvantaged people; responsible content creation, transparent and honest governance. bTV is the first media in Bulgaria to introduce the international albert certificate for the so-called "green filming" - a model for reducing the carbon footprint. In addition, the company implements initiatives such as "Green Week", ESG rubrics and green minutes, and the social show "Home Makeover" has become an emblem of television. Continuous performance assessment has a key role here to identify areas of potentially high impact and adapt the company's strategy on the fly.
"Companies today are more aware than ever of their impact on society and the environment. This is the only way they can build trust and loyalty among consumers and be proactive in solving specific challenges. The media have a clear commitment to society and the great advantage is that they are close to the people. Whether we're talking about a cause, a benefit concert for children or an extraordinary event, social responsibility starts with the personal example that every employee of a company sets to contribute to the good of the community. And we're not talking about financial support here, but about those small steps that change people's lives for the better. Forming critical thinking, supporting vulnerable groups, promoting responsible content and combating misinformation are the main areas where the media should focus their energy," says Janeta Diadovska.
The most valuable evaluation and result of the "Let's Clean Bulgaria Together" campaign is the scale of the partner network, as well as the individual contribution of each volunteer. This initiative was launched by bTV but has long been a cause of all who love Bulgarian nature and its care. The business partners, educational institutions, municipalities and institutions, as well as the thousands of volunteers who join every year, give confidence that the efforts are recognized, and the cause succeeds in uniting people.
Establishing a volunteer model of this scale not only creates a sense of unity, but also demonstrates that everyone can make a positive difference through their efforts. This, according to Janeta Diadovska, is the main point of the campaign - how the small actions of individual participants united around an idea lead to the involvement of organizations and institutions, and the generation of fully measurable results that build on what has been achieved each year.
You can read the material in Manager magazine here.
