| Valpy believes that multiculturalism and globalization helped
to break down those walls. Our world became more complicated. Values were absolute
no more. "The challenge," says Valpy, "is to live an
honourable life in a world that no longer has absolute values."
In the context of increasing globalization, corporations enjoyed tremendous
freedom of opportunity provided by unregulated markets and retreating governments.
Unfortunately, says Valpy, too many corporations became less honourable.
New York Times business columnist Gretchen Morgenson recently echoed Valpy's
sentiments when she wrote: "Whatever happened to the idea of everybody pulling
together, setting aside self-interest for the sake of a wounded country? Is grabbing for
all you can now so imbued in corporate culture that executives don't remember what it is
to act with honor?"
Valpy, recalling how Dr. Nancy Olivieri was one of the few speakers who received
a standing ovation at last summer's pricey, celebrity-filled IdeaCity conference, feels
that the public has a hunger for heroes who rise to the challenge of being honourable.
But business communicators aren't in the hero business. The primary job of a
business communicator is to advance our employer's or client's communications objectives
---- to get their message out. Right?
Well, yes and no.
IABC's code of ethics reminds us that the activities of business communicators
"affect the lives of millions of people", and that "this power carries with
it significant social responsibilities." The first article of The Code states that
communicators must practice honest, candid and timely communication and [foster] the free
flow of essential information in accord with the public interest."
"Communicators serve
their clients best
when they are the voice of the public." |
Does this mean you have to choose between duty to
your employer/client and to the public?
"No," says Tom Niles, Corporate Practice Director at the PR firm
Langdon Starr Ketchum Inc. "Our duty to the client and the public are totally
consistent."
"Communicators serve their clients best when they are the voice of the
public," says Niles. "Good communicators, especially on the frontline, will be
sensitive to the public interest and will reign in the client when the client's goals
exceed the credibility point.
"We need to remind our clients that they're not in business for the short
term. Excess might in you victories in the short term, but they'll come back to bite you
in the medium and long term," adds Niles.
Honour, honesty, credibility…unfortunately these qualities aren't the ones
that usually get associated with business communicators.
For an increasingly media savvy and cynical public, the stereotypical view of
what we do for a living isn't very flattering. Words like PR and spin have increasingly
come to stand for deceit, manipulation and lacking in integrity.
Robert Dilenschneider of the New York-based public relations firm Dilenschneider
Group saw a need to defend his profession in the op-ed pages of the Wall Street Journal.
He wrote: "In today's parlance, spin stands for fabrication: Spin doctors try to
alter the facts through a deliberate and reckless disregard for the truth. Spin is to
public relations what pornography is to art."
Ironically, for a profession dedicated to image building, reputation management
and communication, we haven't done enough to help ourselves. Ethical behaviour is only one
aspect of the challenge for our profession, but it is an important one. |
