In a week once again dominated by the fall-out from the Observer’s
expose, credibility, public accountability and consistency were, not
surprisingly, the major topics of debate at the 1998 Hard Commercial
Edge of PR conference.
Speakers at the Durrants-sponsored conference on 7 and 8 July addressed
the issue of ’How to succeed in the changing business landscape’,
examining the impact of factors ranging from devolution to emerging
markets on communications in the new millennium.
Peter Frankental business group manager of Amnesty International claimed
that corporate accountability extends beyond responsibility to
shareholders and that organisations now ’require a licence to operate’
from stakeholders in the community at large. A potent combination of
stringent corporate governance rules, an expanding media and access to
information enabled by technology has placed power firmly in the hands
of the consumer.
In his speech, Frankental called for companies to make corporate social
responsibility a core component of leadership and business
His claim is that PR is too peripheral to act as custodian of social
Frankental pushes home once again the urgent need for communications to
be placed centre stage in the policy making process. As a conduit
between a company and the public, corporate communicators must be the
conscience of tomorrow’s company.