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.

Measuring the impact of media on the way of thinking of general public is not possible but it does appear as changes in opinion on various issues. Media has given an outlet to the people for free expression. Media is extremely powerful in influencing the views and beliefs of the people and can even persuade the government to change its policies and stance on certain issues. WRC-Pakistan always considered media as the most important strategic partner and has kept very close contacts with both print and electronic media.