In 2012, the Global Reporting Initiative (www.globalreporting.org) issued its first Media Sector Supplement - which is also targeted at Public Relations professionals.

 This important organisation and these guidelines will have an effect on the media and communications sector in the Middle East, and therefore we invite you to contribute to MEPRA's own policy making.

In particular, registered agencies, PR consultants and media companies should consider the following paragraph:

"The environmental impacts of activities are commonly called the environmental footprint. Media organizations, via content, have a potentially great influence on individuals or groups of people. This influence can be called a ‘brainprint’. The media sector is not a major environmental polluter, but can clearly pollute minds; media organizations should therefore report on their potential ‘brainprint’, whether positive or negative."

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