Abstract:   The media plays a vital role in raising awareness, shaping environmental discourse, humanizing ecological issues, and inspiring positive action. Given the global significance and sensitivity of environmental challenges, media professionals—particularly environmental reporters are expected to carry out their responsibilities with greater responsibility, objectivity, and insight. This requires a clear understanding of environmental issues and a strong foundation of knowledge. As advocates for environment, reporters can make more meaningful and impactful contributions when they are well-informed and up to date. In this regard, the role of the parent media organization is crucial in providing the necessary support, training, and resources. Based on the interview method, this study explores the awareness of Climate Change and related issues among Pakistani reporters and its effect on their professional performance as advocates of environmental issues. It also documents the role of institutional support (specifically from government and media organizations) in this regard. Personal interests and concerns were found to play a more significant role in environmental reporting than any other factor. Both the government and parent organizations were reported to be less supportive than the severity of the issue warrants. The participants identified several factors that influence their role as environmental journalists. These included a general lack of awareness about the seriousness of environmental issues, restrictive editorial policies, prevailing media practices, the marginalization of environmental reporting (as it is not treated as a dedicated beat), and the framing of environment-related events and issues.

Keywords:   Environmental reporting, Gate keeping, Institutional Support, ecological issues.

Publisher:   ILMA UNIVERSITY

Published:   21 July 2025

Issue:   Issue 1 (2025-07-21) : Volume 6

E-ISSN:   2788-8304

P-ISSN:   2707-8906