Media: Partner of Sustainability

A friend of mine contacted me today to enquire about my latest activities on Local Agenda 21 PJ. According to him, he was alerted through media reporting regarding MBPJ's announcement on the Earth Day Celebration on 4th May 2008 and the recruitment of 50 households to participate in the kitchen waste composting initiative as well as reporting on my presence in a forum on sustainable development recently. I was amazed of knowing that media has played an important role to dessiminate information and bridge communication between the authority and community. People are depending on media reporting for awareness, education and motivation to take part in the LA 21 process. Perhaps it is time for media to double up their presence in the LA 21 PJ process.