The new media landscape and challenges
The media landscape is changing rapidly. Global political processes are stimulating anti-gender movements, and funding for both civil society organizations and independent media is declining. Even international media outlets, such as The Washington Post, are cutting staff, which reduces the ability to convey voices from Ukraine during the war.
In Ukraine, some local and print media outlets have closed, advertising revenues are limited for some publications, and some editorial offices are effectively operating in debt. Journalists are facing burnout and a lack of resources. The media’s capabilities were significantly reduced during the COVID-19 pandemic, and the full-scale war has only deepened the crisis.
There are niche media outlets in Ukraine that specialize in gender issues, including Gender in Detail, Divoche.Media, and Respect.Campaign Against Sexism. They shape expert discourse, but for broader cultural change, it is important to reach a mass audience through local and hyperlocal media that have access to people in communities.
Local media are media that operate at the city and regional levels. Hyperlocal media are community-level media. They are closest to the people and shape everyday narratives in communities.
Proportionally, more women work in local editorial offices, which creates potential for changes in worldview. At the same time, some local media outlets are created or controlled by politicians, business groups, or patrons. Some have a clear political bias.
Institutional capacity and gender sensitivity
In 2016, an analysis of regional media showed that only about 10 percent had a public editorial policy, and only 6 percent of those included an anti-discrimination component. This indicated low institutional capacity.
As of today, about 50 media outlets have gender-sensitive policies, even if they are not published, as there is no such requirement. Mapping is carried out, in particular, by the Volyn Press Club in partnership with the Independent Public Network of Press Clubs of Ukraine, using a gender sensitivity index. This demonstrates a gradual increase in knowledge and responsibility in the media environment.
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This is a long-term process that is still ongoing, but there have already been noticeable changes in local media: more active use of feminine forms, greater attention to human rights, and increased sensitivity to issues of discrimination.
Principles of cooperation
Before cooperating, it is important to research the background of the publication: its ownership structure, reputation, staff, audience, existing content, editorial policy, and sources of funding. Journalistic standards are not always adhered to, so it is worth avoiding association with controversial media outlets.
Professional media are not a tool for an organization’s PR. Cooperation should be based on reciprocity. It is worth asking how the organization’s activities might be of interest to a particular publication and its audience, what new information can be shared, and why this topic is important right now.
Due to limited resources, journalists are attending fewer and fewer offline and online events. Therefore, it is necessary to clearly formulate the news hook, determine whether broad coverage or a targeted presence in a specific media outlet is needed, and offer expert support.
There is a demand for materials on human rights and vulnerable groups. Civil society organizations can improve the quality of materials by providing expert commentary and verified information.
Media as an advocacy stakeholder
The media can be an important stakeholder in advocacy activities. Stories of change through personal experience are a particularly powerful tool. Stories such as that of Giselle Pelico become a source of hope for other women. There are similar examples in different regions of Ukraine, where women have approached editorial offices to support others and warn them.
Local media are constantly looking for expert commentary, so it is important to position yourself as an expert, offering opinion pieces and thematic materials. This is an opportunity to go beyond the information bubble of social media.
Building long-term relationships with journalists based on shared values creates a foundation for partnership. When forming budgets, it is worth allocating funds for information support or the creation of thematic materials in the media. This supports both the mission of the organization and the sustainability of the media itself, which shapes culture in communities and can become a partner in promoting human rights and principles of equality.
Bogdana Stelmakh