Safe. Strong. Viable. - The Symbiosis Between Media Safety and Media Viability

"Investing in safety and security measures not only saves lives but also strengthens the business models of media outlets."

This paper, published by Deutsche Welle (DW) Akademie, aims to illustrate, through research and interviews, the mutually reinforcing relationship between media safety and media viability. Media safety is explored in relation to psychological safety, physical safety, safe working conditions, and digital safety to make the point that investing in safety and security measures not only saves lives but also strengthens the business ecosystem of a media outlet.

As stated in the report, "Media safety has long been a concern around the world, with the number of journalists attacked, imprisoned or indeed killed at a constant high for decades now. On top of this, digital threats are increasing, and media outlets have been struggling to find answers to digital challenges and changing user habits that are affecting the overall business model and hence labor security for many media workers." DW Akademie defines media viability as "the ability of media to produce high quality journalism in a sustainable way". The report explains how the viability of public interest media outlets is also under threat - not just from those who do not want a free, critical press but also economically, due to changes in the market that demand much more creative ways of generating income for a sustainable media business model. This situation has been exacerbated by COVID-19. The relationship between these two challenges is therefore explored in this report in an effort to convince more people - especially media owners and managers - of the mutually reinforcing relationship, with the ultimate goal of finding new solutions and approaches to strengthening independent media.

The study asked journalists, media founders, and managers from the Philippines, Mexico, Lebanon, and Burkina Faso this question: Do you see a direct link between producing quality content, engaging the audience and generating income from diverse sources, and the safety of your staff and media as a whole? Or alternatively: Do you believe that media outlets are more viable thanks to a holistic approach to safety and security, including digital and physical security, as well as ensuring that staff and freelancers have labour security?

Interviews were conducted with the founding members of Rappler in the Philippines about the importance of focusing on a young, digitally native audience and on founding a media outlet based on a holistic safety approach. In Mexico, DW Akademie spoke to a number of media managers from Amapola, the news website Lado B, and the media network Periodistas de a Pie about working in one of the most challenging environments in journalism and the direct links between ethical content, audience engagement, networks, and safety. In Burkina Faso, an interview with the directors of Radio La Voix du Paysan and Radio Vénégré explores the specific challenges for community radio stations and how having a closer relationship with their listeners can protect them from physical attacks, financial hardship, and even food scarcity in times of crisis. Finally, in Lebanon, the Executive Directors of Maharat Foundation and the Social Media Exchange (SMEX) share their experiences with the direct effects of the current crisis on the media, especially on digital security and viability.

The research demonstrates "that media safety and media viability are symbiotically linked and are strongly interdependent. Investing in safety and security measures - whether through safety training, safety protocols, advocacy for improved legal frameworks or digital security - not only saves lives but also strengthens the business ecosystem of a media outlet." The answers show not only that media safety plays a crucial role in media viability but also that the solutions sit mainly at an organisational level. Media outlets that include physical, digital, and labour safety in their business strategy from the beginning, that establish a security culture in their newsrooms, that relate closely to their audience, and that provide high quality and balanced journalism are both more resilient and better protected against external attacks.

In particular, the interviews and the analyses by the experts show that:

• "Quality content increases safety. The editors interviewed for this publication confirm that fair and balanced journalism, which clearly distinguishes between facts and opinion and treats the people at the center of the story with respect, tends to lead to increased respect from the audience and makes the journalists less of a target for potential attackers. It also increases trust on the part of audiences as well as with advertisers willing to pay for content.
• Audience engagement plays a crucial role in terms of safety. No matter whether through a membership model, regular informal exchanges or listener clubs - an audience that values a certain media outlet will be less likely to accept any attacks against it.
• Flexible and resilient business models are a must-have. They help organizations to react to new threats, to adapt strategies, and to maintain high quality and independent reporting in times of crisis.
• No viability without digital security. A media outlet that loses all its data or whose data gets hacked and its sensitive sources revealed, loses everything - content and credibility. Online attacks are more likely and easier to carry out than physical attacks. Digital security is an essential part of any safety concept.
• Diversity pays off. During the COVID-19 crisis, women and minority groups came under particular attack all around the world, online and offline. To include their stories and perspectives is not only a moral obligation but also makes business sense as they make up an essential part of audiences anywhere on the globe."