> For the complete documentation index, see [llms.txt](https://oecd-media-support-principles.gfmd.info/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://oecd-media-support-principles.gfmd.info/toolkit/role/heads-of-mission-ambassadors/applying-the-oecd-principles-in-practice.md). # Applying the OECD Principles in practice ### Context & relevance **In practice:**\ At Head of Mission and Ambassador level, ensuring that context matters is less about generating analysis and more about **ensuring that political engagement and positioning reflect how media systems actually function in a given country context**. This includes regulatory conditions, ownership structures, market dynamics, and patterns of information access and trust. Where these factors are not reflected, media-related risks and constraints are less likely to be recognised in political dialogue. Do * Ensure that political engagement reflects key features of the media environment, including regulatory constraints and market conditions * Raise media-related issues in ways that are grounded in local realities and sensitivities * Encourage context-specific approaches across different parts of the mission Avoid * Applying standardised narratives or approaches that do not reflect the local media landscape * Treating media support as a generic governance issue without recognising sector-specific dynamics Consider * How media systems intersect with governance, digital policy, and political power * Whether available analysis on media regulation, ownership, and market structure is reflected in engagement ### Principle 1: Do no harm **In practice:**\ Decisions taken at this level - particularly around public positioning, visibility, and diplomatic engagement - can have direct implications for the safety and independence of media actors. **Even well-intended political support can increase exposure to risk if not carefully calibrated to context**, particularly in environments where media are subject to surveillance, legal pressure, or political targeting ([*see case study 3: operational risk linked to donor visibility and safety*](/toolkit/case-studies-and-field-insights/case-study-3-operational-risk-linked-to-donor-visibility-and-safety.md)). Do * Take into account risks related to visibility, public association, and political signalling * Ensure that engagement and statements do not unintentionally expose media actors to pressure or retaliation * Support approaches that allow flexibility in how visibility and attribution are handled Avoid * Public positioning that may compromise the perceived independence of media actors * Applying visibility or engagement approaches that do not reflect context-specific risks Consider * How different types of media actors (e.g. investigative journalists, local outlets, community media) face different risk profiles * Whether lower visibility, indirect engagement, or use of intermediaries may reduce risk ### Principle 2: Increase financial and other forms of support **In practice:**\ While funding decisions are taken elsewhere, Heads of Mission influence how media support is prioritised and sustained through political engagement and strategic positioning. **Clear political signalling can determine whether media support is treated as a core priority within funding frameworks or remains marginal**, particularly where competing priorities are present. Do * Reflect media and information integrity in strategic dialogue and country-level priorities * Reinforce the relevance of media support in relation to governance, stability, and democratic resilience * Support an enabling environment where media-related programmes can be prioritised within existing instruments Avoid * Treating media support as a secondary or technical issue in political engagement * Sending mixed or inconsistent signals that may weaken prioritisation across programmes Consider * How political engagement influences what programme teams are able to prioritise within existing instruments * Whether media support is consistently reflected across different areas of engagement ### Principle 3: Take a whole-of-system approach **In practice:**\ Media and information integrity are shaped by a wider system that includes regulation, digital infrastructure, platform dynamics, market conditions, and audience behaviour. At this level, **the key role is to ensure that these interconnections are recognised and reflected in political engagement and strategic positioning**, rather than treating media as an isolated sector. Do * Reflect linkages between media, digital policy, governance, and security in engagement and dialogue * Encourage approaches that consider both content and enabling environment (e.g. regulation, infrastructure, market conditions) * Support alignment across different functions of the mission Avoid * Reinforcing siloed approaches that treat media in isolation from related policy areas * Focusing only on visible outputs rather than underlying system dynamics Consider * How policy areas such as digital regulation, competition policy, and public administration affect media viability and independence * Whether engagement reflects how information is produced, distributed, and consumed across the system ### Principle 4: Strengthen local leadership and ownership **In practice:**\ Political engagement can influence how local media actors are perceived and whether they are able to operate independently. **Supporting local leadership requires ensuring that engagement reinforces - rather than undermines - the credibility and autonomy of media actors**, particularly in contexts where external association may affect trust. Do * Engage in ways that respect and reinforce the independence of local media actors * Ensure that local perspectives inform how media-related issues are raised and addressed * Recognise the diversity of media actors, including smaller outlets and emerging voices Avoid * Positioning media actors as extensions of external agendas * Over-associating media actors with donor or political actors in ways that affect credibility Consider * How public positioning may affect perceptions of independence among audiences and authorities * Whether engagement enables local actors to shape narratives and priorities ### Principle 5: Improve coordination of support **In practice:**\ Heads of Mission shape how coordination is used at country level through engagement in existing mechanisms, alignment of messaging, and decisions on joint approaches. **Effective coordination depends less on creating new structures and more on using existing mechanisms strategically and with clear criteria for engagement**. Do * Engage actively in existing coordination mechanisms (e.g. working groups, joint initiatives) across sectors and donors * Align political messaging with other donors where appropriate * Clarify when coordinated approaches add value and when flexibility is needed Avoid * Creating parallel processes that duplicate existing coordination structures * Engaging in coordination without clear objectives or criteria Consider * Which coordination mechanisms exist and how they are used in practice * Trade-offs between coordination, visibility, and flexibility ### Principle 6: Invest in knowledge, research, and learning **In practice:**\ At this level, the focus is not on generating knowledge directly, but on ensuring that engagement and positioning are informed by relevant analysis. **Where media systems are not well understood, structural risks and opportunities are more likely to be overlooked in political engagement**, particularly in rapidly evolving digital and information environments. Do * Ensure that engagement draws on available analysis of media systems and information environments * Support the use of insights on audience trust, information flows, and platform dynamics * Encourage feedback from programmes and partners to inform positioning Avoid * Relying solely on general governance or civil society analysis * Applying generic assumptions across different media environments Consider * What evidence is available on media markets, audiences, and information flows - and where gaps remain * How uncertainty or limited data may affect political positioning