“Media has a special responsible to society,” said Wolfgang Renner, head of marketing and communication for Wiener Zeitung in Austria. “Media can change society.”

Renner spoke to the 83rd INMA World Congress Sunday morning about the importance of quality media to the public.

Wiener Zeitung, the oldest existing media company in the world, is a non-partisan publication that is starting to focus on the importance of public value in society.

Public value, a concept based the works of Professor Mark Moore of Harvard University, emphasises the values and benefits a media organisation provides to society.

“Trust, transparency, European identity, innovation, diversity, and facts loyalty, and the core values,” Renner said. “These values are flexible and constant to change.”

To uphold the value of innovation, Wiener Zeitung developed “Future” magazine, which shows what is going on in science and technology in Austria, Renner said: “Introducing magazines to bring people closer to the European Union shapes European identity.”