OREANDA-NEWS. May 24, 2012. One month before UN's big sustainability summit Rio+20 Kiev hosted a workshop for journalists "Synergy of Government, Business, Society and Media before Rio+20". Natalia Yemchenko, SCM Director of Public Relations and Communications, spoke at the event.

UN GC Network Ukraine chaired by Jock Mendoza-Wilson, SCM Director of International and Investor Relations, UN Office in Ukraine and UNDP invited journalists to the workshop, Synergy of Government, Business, Society and Media before Rio+20. The seminar gave a new perspective on the sustainability and showed how attractive it may be for media.

The first of three sessions discussed what Rio+20 is and what the sustainable development means for a government, business and society. The second part focused on Ukraine's role in the global sustainability agenda. The final section was a master class on CSR coverage in media. Speaking at this last session, Natalia Yemchenko, SCM Director of Public Relations and Communications, said:

"CSR includes both global projects and initiatives important for the international community and applied projects relevant to ordinary people. Anybody can and should influence the CSR agenda of business. For example, at stakeholder panels we have a dialogue, listen to people's concerns and review results of such meetings when we develop our CSR strategy and choose social projects.  Regrettably, most people in Ukraine are confident today that business does not listen to their opinion and needs. I believe that at this stage it is the media who should act as an intermediary between the business and ordinary Ukrainians."