Communication is one of the essential tools required to achieve a gender balance in our society. Media empowers people by providing information, changing attitudes and behaviors through sensitive reporting and letting them voice their opinions on various issues i.e. violence against women amongst others. It helps bring about change with the public’s consent and a sense of ownership in the process.

WRC-Pakistan always considered media as the most important strategic partner and has kept very close contacts with both print and electronic media. Involving and sensitizing the media in such initiatives required networking with the outcome that a positive and communicative relationship was established. For this purpose a briefing was organized at the Lahore Press Club on November 20, 2006 and the Minister of Women Development was invited as the Chief Guest. The briefing module was developed with the specific needs of media in mind. The aim was sensitization of media that could be reflected in the quantity and quality of articles published on women's issues.

The briefing was organized to introduce the new initiatives planned by WRC-Pakistan and discuss the role of media in reporting human rights violations especially violence against women. The session involved an analysis of media organizations, market forces, the overlap between media and human rights, and the problem of pluralism under market denomination. The role of media was highlighted as crucial to the issue of violence against women, both in terms of how media covers the issue, and how it may be used as a tool to help activists and the government to raise awareness and implement programs on this issue. Keeping in view the significance of the White Ribbon Men’s Movement for Ending Violence against Women in Pakistan, the VOA Urdu Service Washington Desk conducted an hour long round-table discussion on August 11, 2006. with Mr. Amer Liaqat Ex Minister for State for Religious Affairs, Mr. Jamil Uddin Alee Intellectual, Poet Mr. Naeem Mirza Aurat Foundation, Dr. Khola Irum Gender Expert – GTZ and Mr. Omer Aftab CD, White Ribbon Campaign as participants It was an open discussion focused on the prevalent situation of violence against women in Pakistan and measures taken to combat it at all levels. It was emphasized that men are the main perpetrators of violence so they must be made to realize the consequences of their abuse. Men’s violence requires nothing less than a commitment to full equality for women and a redefinition of what it means to be a man.

Further, to bring into lime light the work and achievements one year activity report titled ‘Beginning of a New Era’ was compiled after a lot of labor and hard work and was launched and released nationally and internationally on 12 September 2007. The Report Launch Ceremony was also thought a proper time to acknowledge their co-operation therefore, an important segment of the ceremony was to award ‘Appreciation Certificate’ to those journalists who have always been there to extend their assistance in WRCP fight against VAW.