Publika, an online sociopolitical media outlet, is eager to enhance its platform’s visual appeal and introduce innovative formats, according to Director General Zura Vardiashvili in an interview with Golden Brand. Readers can look forward to the launch of several new columns and the establishment of international partnerships to bolster the outlet’s current portfolio.
Founded in 2019, Publika has already won two EU prizes for journalism. It operates as a non-entrepreneurial, non-commercial legal entity governed by a general assembly of members.
The platform is at the forefront of contemporary journalism, emphasizing the importance of fact-based reporting to support democracy and promote informed citizenship.
“Trust is our most valuable asset,” Vardiashvili believes.
Q. How did you end up in media and at Publika?
A. My career in media began years ago. I started as a journalist and gradually moved into managerial roles. At Publika, my experience and values converged around a central idea — creating a platform that equally serves fact-based journalism, supports democracy, and prioritizes the public interest.
Q. What achievements are you most proud of while being at Publika?
A. Our main achievement is that Publika has become a reliable source that people trust. We have expanded our audience, developed diverse content, and improved our internal management and journalistic standards. We take particular pride in our investigative pieces and human interest stories that have led to meaningful change.
Q. What topics are currently of particular interest to your readers?
A. Readers today are particularly interested in government accountability, human rights, EU integration issues, and social justice. There is also a growing demand for data-driven journalism, the exposure of disinformation, and in-depth analysis.
Q. How do you maintain trust in a time when disinformation is so prevalent?
A. Trust is our most valuable asset. We operate transparently, verify sources diligently, and refrain from rushing to publish information simply because others have done so. We have an internal verification system and maintain open communication channels with our readers, which helps us sustain that trust.
Q. What are the main challenges you face in the media industry today, and how are you addressing them?
A. The biggest challenges we face today are a polarized environment, pressure from state institutions, and the financial sustainability of independent media. Information security risks are also significant. We are addressing these challenges by adhering to professional standards, strengthening our internal independence, collaborating with international partners, and developing digital media strategies.
Q. What strategies and approaches do you use to engage readers and increase interaction with your content?
A. Our main goal is to engage in dialogue with our readers. We utilize various formats, including articles, podcasts, videos, and interactive graphics. We strive to connect current topics to our readers through human stories, clear language, and well-structured analysis.
Q. How have current political processes changed the business environment and the media industry in our country?
A. Unfortunately, the political processes have fostered a hostile narrative against the media. This has been evident in both the advertising market and the overall media climate. Independent media have become more financially vulnerable, and there is an increased risk of stricter regulations and accountability. But solidarity among journalists has grown stronger, and international support has become increasingly important.
Q. What advice would you give to aspiring journalists?
A. While impatience can pay off, thorough research and a commitment to fundamental truths are even more valuable. Focus on facts rather than emotions. Never submit to censorship, whether internal or external. Most importantly, always remember that the objective of journalism is not only to report the news but to inform the public accurately.
Q. What are the latest developments at Publika, and what are your plans for the future?
A. Development should never stagnate. We are continuously working to enhance the platform’s visual appeal, introduce new formats, and develop thematic series. Soon, we will launch several new columns and establish international partnerships.
Q. Finally, let’s discuss the ongoing cooperation between Publika and Golden Brand.
A. Our partnership with Golden Brand is significant because it allows us to evaluate brands and platforms that have an impact on society. We are pleased that sharing our professional achievements in this collaboration has become a tradition — it serves as a motivator and provides us with opportunities for strengthening our efforts.
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