No other sector has the outreach capacity, or such a diverse range of methods for reaching decision makers and the general public as the media. This capacity makes the media a natural partner for UNESCO, whose activities are at the heart of all major challenges facing the world today, from providing education for all, to managing climate change and defending human rights.
Partnerships with media can take a variety of forms. They can be short-term and linked to an event, or longer-term, covering a particular issue or, indeed, the full range of UNESCO’s activities.
Thus, UNESCO has long-term established partnerships to promote World Heritage with NHK, Japan’s top broadcaster, and the Paris-based International Herald Tribune. It works closely with Xinhua, the Chinese news agency, and Ria Novosti in the Russian Federation, covering all of UNESCO’s priority areas. In 2012 the organization partnered with Arte, the Franco-German broadcaster, for the first edition of International Jazz Day and, in the same year, teamed up with O Globo, the leading Brazilian daily and Manaichi, one of Japan’s top dailies, to push UNESCO’s key messages to world leaders attending the RIO+20 forum. A partnership involving the SIPA photo agency resulted in the memorable “Journeys to School” exhibition, shown at United Nations Headquarters in New York, UNESCO in Paris, and scheduled to tour the world in 2013.