Bringing the OECD Principles to Local Actors

co-authored by Ursula Werther-Pietsch and Felix Bruch

In an era framed by hybrid threats, rampant disinformation, and the erosion of democratic norms, independent media and information integrity play a crucial role in upholding transparency and accountability. TED working group 3 targets these topics with a variety of ongoing activities in line with the OECD Development Co-operation Principles for Relevant and Effective Support to Media and the Information Environment of March 2024.

As Austria is Co-Chairing this working group, it shows strong commitment to said principles and initiated a recent workshop in Moldova in the pre-election phase. The event brought together 25 journalists to explore how practical and targeted efforts can help media practitioners tackle these pressures effectively. Tailored to local needs, the workshop help to bring the new OECD Principles to concrete implementation on the ground. 

“Telling truth to power” (John J. Mearsheimer), but how?

Participants in the workshop discussed key challenges such as financial instability, operational risks, including the safety of journalists and emergency preparedness, as well as the spread of disinformation. The practical sessions provided strategies for developing adaptive business models and strengthening connections with their audiences to achieve financial independence, addressing the funding gap, partly created by the disruptive transition to social media. This is a significant shortfall that cannot be bridged through crowdfunding alone. Many outlets remain reliant on grants, international funds and limited private sponsorships. However, these are capturing only 0,3 % of total ODA globally. 

An interactive “clinic” provided participants with specific information and tools they needed. The exchange focused on identifying and responding to false narratives, debunking MDMs (mis/dis/malinformation), equipping journalists with essential tools to navigate a fast-changing information environment.

Inclusivity, gender-sensitiveness and localisation

Inclusivity was a shaping dimension of the gathering.  By focusing on equity and diversity, the initiative reinforced the idea that resilient media outlets must reflect the pluralism of the societies they serve. Splitting in group discussions and scenario-based activities encouraged storytelling and provided space to exchange experiences, applying these principles in practical ways.

Out of 40 TV stations in Moldova only 8 are regional outlets. Therefore the workshop placed strong emphasis on empowering local leadership, particularly through the active participation of regional representatives. Joint solutions were developed in collaboration with participants to ensure they reflected the realities and challenges of their specific contexts. This approach also helped building trust among the journalists themselves and showed the importance of adapting international frameworks to fit regional needs, creating interventions that are both practical and sustainable.

In addition to its envisaged local impact, the initiative exemplified a broader alignment with the international OECD principles. These principles provided a guiding framework, emphasizing ethical journalism, independence, and a “do no harm” approach. The workshop demonstrated how global guidelines could be effectively implemented through interactive and context-sensitive methods.

From Moldova to Uganda

Looking ahead, in her capacity of Co-Chair of Working Group 3 and through TED’s tremendously catalytic role, Austria seeks to further strengthen its support for information ecosystems and foster country-specific, resilient media solutions. The success of the initiative in Moldova has paved the way for similar efforts in other contexts, including upcoming efforts in Sub-Saharan Africa, especially in Uganda. Austria’s future engagement aims at replicating the strengths of the original approach while incorporating lessons learned to address the unique dynamics of each region. By doing so, the initiative is meant to contribute to information wellbeing for all.

This “learning by doing” journey reflects a shared global commitment to advancing media resilience as a fundamental pillar of democracy. By combining local action with global standards and a commitment to inclusivity, we hope that these workshops offer a practical support for independent, free media to continue holding power to account, providing reliable information, and standing firm against disinformation.