Study: Comms and C-suite must partner to build brand ethics

NEW YORK: Ethics and integrity within an organization are not just the responsibility of communications departments, but must be driven by the entire C-suite, according to a report from the Ethisphere Institute.

NEW YORK: Ethics and integrity within an organization are not just the responsibility of communications departments, but must be driven by the entire C-suite, according to a report from the Ethisphere Institute.

The 2014 Ethics Communications Best Practices Report is based on key insights from the Ethisphere Institute’s second annual Best Practices in Communications Workshop, held at the New York Stock Exchange last October.

Released on Wednesday, the report shares best practices from thought leaders in the space and companies on the World’s Most Ethical list, which is compiled by Ethisphere each year. Some of most ethical companies in the report include Becton, Dickinson and Company; Cleveland Clinic; and Wipro Limited. 

"Communications can’t do this unto itself. It needs strong partners across the C-suite, which includes legal and HR," said Paul Gennaro, SVP and chief communications officer at AECOM and chair of the Ethisphere Institute’s Communications Advisory Board.

"All the data suggests that people are making decisions critical to businesses, based on how they view organizations," explained Gennaro. "They expect them to be open, transparent, and good corporate citizens."

He added that in a changing business climate, building ethics and values within an organization strengthens the brand and helps manage risk.

Thought leaders in the report include Jean-Marc Levy, SVP and head of global issuer services for NYSE Euronext; Vic Beck, MD at Burson-Marsteller; and Dana Perino, former White House press secretary, president of Dana Perino Communications, and a co-host of The Five on Fox News.

In March, the Ethisphere Institute brought on MWW as its PR AOR, focusing on increasing awareness of the organization’s leadership and value proposition through media relations, event management, and marketing support.

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