Entitled "Covering CSR: A two-way street," the dialogue aimed at soliciting the help of the media in making CSR stories more than just press releases (PRs) as what is commonly happening.
Resource speakers from the corporate world were Pacita Juan, chief executive officer of the Figaro Coffee Company; Senen Bacani, chair and president of La Frutera; and Bella Lechonsito, community development and relations superintendent of Sagittarius Mines Inc.
From the media sector, Newsbreak business editor Lala Rimando gave her impression on the status of CSR stories in the Philippines.
The resource speakers lamented the fact that CSR stories are not given enough importance in the news coverage.
Rimando said it is however different in developing countries like in Europe where CSR stories are given priority and could even make it to the front page.
She said their publication, Newsbreak, is now starting to do the same by allotting space for CSR stories. Rimando urged other publications and media outlets to do the same.
Juan said CSR stories are not actually "boring" stories as the common notion is. She said they are actually stories that could bring about change in people's lives.
Take for example the "Save the Barako" campaign of Figaro in 2000 that not only revived the coffee industry in the Philippines but was also featured in major national and international publications and television networks like CNN.
After their successful campaign in saving the Barako coffee, Juan said, they are now doing their "Wild About Organics" campaign that urges coffee farmers to produce organically-grown coffee.
Juan said it is best for companies to align their CSR with the nature of their business.
For Figaro, she said, they helped coffee farmers improve their products. “That way the company is ensuring a steady supply of coffee for their business at the same time ensuring that farmers can maintain a healthy livelihood from growing coffee,” said Juan.
