Privredni izveštaj - Veran Matić / Economic Report - Veran Matić
četvrtak decembar 14, 2017
CULTURE
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Nijedno dobro delo ne prolazi nekažnjeno

Privredni izveštaj / Economic Report - VERAN MATIĆ

Veran MatićSvako kalkulisanje sa populizmom samo će nas gurati dalje od ekonomskih rešenja Prvi čovek TV B92 Veran Matić, na pitanje kako uspeva da se na veoma ozbiljan i uspešan način bavi humanitarnim radom, iako je u većini slučajeva ono maska za nešto sasvim drugo odgovara citatom Kler But Lus, urednike, dramatičarke i članice Američkog kongresa. „Nijedno dobro delo ne prolazi nekažnjeno“. Od osnivanja B92, bavimo se humanitarnim, socijalnim, političkim aktivizmom i imamo veliko iskustvo sa pogrešnim percepcijama, zlonamernim tumačenjima, pokušajima diskreditacija, udara na kredibilitet. Na to uvek računamo, kao i da ćemo na različite načine biti „kažnjavani“ upravo zbog toga što veoma uspešno i transparentno radimo za dobrobit građana i zajednice.

Odavno smo snažno profesionalizovali rad i u ovoj oblasti. Fond B92 ima čvrst interni kodeks, a zaposleni i aktivisti snažnu posvećenost principima koji uključuju poštenje, transparentnost i maksimalnu posvećenost idejama i projektima Fonda. Uz uspešne akcije, to je za nas najefikasnija odbrana. Među najvećim problemima sa kojima se suočavamo jesu nepovoljno okruženje i loš tretman filantropskog i dobrotvornog rada. Nedostaju povoljan zakonski okvir i razvijena praksa fondacija i sličnih organizacija. Nema zakonskih ni praktičnih olakšica, podsticaja, ohrabrenja, za donatore i filantrope. Ne postoje uspostavljeni standardi koji će kompanije i privrednike koji u osnovu poslovanja ugrađuju društveno odgovorno poslovanje, predstaviti kao kvalitetnije, vrednije organizacije sa kojima je bolje sarađivati nego sa onima koje to ne interesuje, koje interesuje samo profit koji se preliva u jahte i druge luksuzne navike. Ja sam lično i pod neprekidnom policijskom zaštitom upravo zbog društvene odgovornosti koja se ogleda i kroz raskrinkavanje pojava koje dovode do pogoršanja života građana. Verujem da pored rešavanja problema građana i insituticija, moramo govoriti i o problemima koji dovode do toga da se pojedine grupe ljudi nalaze u veoma lošem položaju. Baveći se time kao kompatibilnim delom humanitarnog i socijalnog angažmana, plaćam veliku cenu u profesionalnom i privatnom životu.

Koliko su naši uticajni i bogati ljudi spremni da učestvuju u pomoći drugima?

Čini mi se da se to nije mnogo promenilo od Rimskog carstva. Marko Aurelije je zapazio: „Nakon što nekome učine uslugu, neki ljudi uvek traže da se na to pozovu. Neki to ne čine, ali ipak ne zaboravljaju – ipak to smatraju dugom. Ali ima onih koji ne rade ni to. Oni su poput loze koja rađa grožđe ne tražeći ništa zauzvrat... Kada pomognu drugom... Oni samo odu dalje... Takvi bi trebalo da budemo“. Veoma mali broj ljudi je plemenit „sam po sebi“, bez bilo kakvog interesa ili priklanjanja trendu. Vrlo je malo i onih koji su standarde CSR potpuno autentično prihvatili i integrisali u rad svojih preduzeća, koji šire kulturu dobročinstva, i unutar preduzeća, i prema zajednici. Šira je grupa onih koji su zahvaljujući korporativizaciji prihvatili standarde, ali su ih pogrešno integrisali u organizaciji, stavljajući ih u sektor marketinga. Tu je veći broj onih koji se bave društvenom odgovornošću više iz potrebe da marketinški poboljšaju poziciju ili dobiju povoljnije rezultate u odnosima s javnošću. Nije redak slučaj da se upravo zbog neke PR nezgode pribegava humanitarnoj participaciji kojom se „pegla“ problem. Postoje, naravno, i oni koji to čine iz poslovnih razloga - ja tebi donaciju, ti meni posao. Sve češće i marketinške i PR agencije klijentima preporučuju učešće u ovakvim akcijama ili pokretanje sopstvenih, kao deo strategije komunikacije sa javnošću i klijentima. Učešće u akcijama Fonda B92 najviše zavisi od prirode same akcije, kvaliteta kampanje i situacije u društvu. Nastojimo da obuhvatimo najšire slojeve: izuzetno nam je važno učešće građana, pojedinaca, bez obzira na često simbolične sume novca, jer iako sa milion takvih učesnika uspemo da prikupimo značajnu pomoć, još je važnija njihova ogromna pozitivna energija koja gura i sve ostale na učešće. Imamo uticajne i imućne koji se uvek javljajaju i učestvuju u svakoj akciji, ne birajući, zato što imaju potrebu da budu korisni i humani. Oni pružaju podršku bez nekih „zadnjih namera“ i to je veoma važna baza za procenu mogućnosti uspeha akcija koje planiramo. Njih najčešće ne zanima publicitet, ni neka posebna zahvalnost. Često se ovim angažmanom bave i van Fonda B92. Mislim, međutim, da smo se iscrpli kada je reč o mogućnosti rasta broja onih koji su stekli tu naviku, ili im je to redovna aktivnost, i zbog toga je važno da se napravi novi iskorak. Taj iskorak vidim u povoljnim, stimulativnim zakonima, oslobađanju od poreza ili čak poreskih stimulacija na iznose koji se uplaćuju u humanitarne, socijalne, edukativne svrhe.

(Nastavak teksta u štampanom izdanju)

 

No Good Deed Goes Unpunished

Given that you are seriously engaged in humanitarian work and that in most cases humanitarian work is the mask for completely different things, how difficult is it to organize diverse humanitarian actions in such conditions? “No good deed goes unpunished”(these words are attributed to clare boothe luce,editor, dramatist and member of the u.s. congress).since the foundation of b92,we have been engaged in humanitarian, social and political activism, and we have extensive experience in the field of misperceptions, malicious interpretations and attempts to discredit or to attack our credibility.we always count on that and on the fact that we will be “punished” in many ways, because we work successfully and transparently for the benefit of citizens and the community.

We professionalized our work in this area a long time ago. The b92 fund has a strong internal code. Employees and activists have a strong commitment to principles that include integrity, transparency and maximum commitment to the ideas and projects of the fund. Together with successful operations, this fact is an efficient defense for us. One of the greatest problems that we face isthe unfavorable environment and negative attitude to philanthropic and charitable work.We lack a favorable legal framework and a developed practice for foundations and similar organizations.There are no legal or practicalbenefits, incentives or encouragement measuresfor donors and philanthropists.There have not been established standards to present companies and entrepreneurs that incorporate responsible business behavior in their basic activities as better and more valuable organizations, with which it is better to cooperate rather than with those that do not care and just seek profit, which is quickly transformed into yachts and other luxury habits. I amunder constant police protection because of the social responsibility that we show by exposing situations that lead to the deterioration of life.I believe that, besides solving the problems of citizens and institutions, we need to talk about the problems that put certain groups of people in a very bad position. I pay a heavy price in my professional and personal life, because i am engaged in such activities as a compatible part of my humanitarian and social engagement.

To what extent are our influential and wealthy people ready to participate and help others?

It seems to me that things have not changed much from the times of the roman empire.Marcus aurelius remarked: “after doing a favor to someone, some people will always require recognition for that. Some people do not so, but they do not forget their good actions and consider them a debt. However, there are some, who do not do even that. They are like a vine that bears grapes without asking anything in return. When they help others, they just go further. That is how we should be”. Very few people are noble by nature, without any interest or trendy behavior. A very small number of people have completely and authentically integrated csr principles into the activities of their companies, spreading thus the culture of charity,within the company and in the community. There is a wider group that has accepted the standards thanks to corporatization, but integrates them into their organizations in a wrong way, by placing them in the marketing sector. Most of them engage insocially responsible activities in order to improve their marketing position and obtain better results inpublic relations.It is notrare that due to some pr accident, they resort to humanitarian actions in order to “iron” the problem.And of course, there are also those that do it for business reasons - i give you a donation and you give me some work. More and more marketing and pr agencies recommend their clients to participate in such actions or launch their own, as part of a communication strategy with public and clients. Participation in the actions of b92 fund depends on the nature of the actions, the quality of the campaign and the social situation. We try to incorporate the widest layers: we give special attention to the participation of citizens and individuals, regardless of the often symbolic amounts of money, not only because by collecting a million of such contributions we manage to obtain considerable funds, but still more important, because of their tremendous positive energy, which encourages the participation of others. We have influential and wealthy people that always participate in all the actions, without choosing, because they feel the need to be useful and humane. They provide support without any “hidden agenda” and that is a very important basis for judging the success of the actions that we plan. They are usually not interested in publicity or in any kind of recognition. They are often engaged in this kind of activities also outside the b92 fund. I think, however, that we have exhausted the chances of increasing the number of people that have acquired such habit or that do it on a regular basis. Therefore, it is important to make a new breakthrough. I see a possible breakthrough in favorable and stimulating laws, exemption from taxes and even tax incentives for the amount paid for humanitarian, social and educational purposes.

(Continue reading more in printed edition)

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