Beyond Reputation Management:
The Quest For Corporate Integrity and Communication Candour
Ronel RENSBURG
2.Uluslararası İt...
Beyond reputation management:
the quest for corporate integrity and communication candour
Ronel Rensburg
University of Pre...
Objectives of the presentation
• The quagmire of the business environment and the lack of integrity -
defending reputation...
Global Corruption Barometer 2013
DANTE’S INFERNO
In the 8th circle of the vestibules of hell – the
corrupt politicians and the spin doctors: they
are punished by being thr...
Greed and corruption through the centuries
Through the centuries, these phenomena have emerged for
periods ranging from a ...
Therefore, according to Edelman and
others: today there is a dire crisis in
leadership and government across the
world- ye...
So why do the teachings of Aristotle become relevant
again today?
Two reasons and his Politics and Rhetoric provide
answers
Reason 1: Chrematistics
“The act of getting property”
This can be natural – “true riches” is the limited amount needed
for...
Reason 2: Rhetoric
Logos, ethos and pathos – still relevant in any communication
today
“By using the power of communicatio...
Enter the King Reports on corporate governance
• The King l, ll, and lll Reports on corporate governance
• In chapter 8 of...
The Stockholm Accords
19
20
The Stockholm Accords, June 2010
• Governance
• Management
• Internal communication
• External communication
• Alignmen...
21
And the concept of integrated reporting followed….
It now becomes pivotal that the “non-financial issues
and stakeholders ...
As it had been before the onset of integrated
reporting initiatives
An accountant’s perspective
A communicator’s
perspecti...
What this means
• A resource-based view
of the organisation
• A bundle of tangible and
in-tangible assets
25
The wider world
• Complex
• Connected
• Compressed
• Co-dependent
• Context
• Co-creation
26
A new compact between business and society
• Everyone has a stake in the future
• The problems are too complex for singula...
What the Financial Times says
Future practices in business sustainability
• Stakeholder engagement
• Reporting and disclos...
Enter corporate integrity…
Corporate character, values and ethics can no longer
remain static. Now, the decisions and acti...
Abraham Lincoln on reputation
Character is like a tree and reputation like a
sCharacter is like a tree and reputation like...
Enter Winston Churchill
The difference
between
management and
leadership is
communication
Crucial roles for communication
Organisational purpose
Communication
management contribution
• Social orientation
• What i...
Crucial roles for communication
Corporate decision making
Communication management’s
contribution
• What is the shape of o...
Articulating communication as an asset – assisting reputation-building and maintenance
Articulating communication as compe...
Core imperatives for communication management
• A profound understanding of the brand
• An acknowledgement of the changed ...
The results of strategic communication
• Sustainable world
• Sustainable communities
• Sustainable organisations
• Busines...
Business continuity and communication
37
Public sentiment is
everything….. with it nothing
can fail: without it nothing ca...
Conclusion
And to Aristotle’s logos, ethos and pathos we
add mythos (corporate integrity through
communication candour)
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management:  The Quest For Corporate Integrity and Communic...
Upcoming SlideShare
Loading in …5
×

2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management: The Quest For Corporate Integrity and Communication Candour / Roneld RENSBURG

553 views

Published on

Published in: Business, Economy & Finance
  • Be the first to comment

  • Be the first to like this

2. Uluslararası İtibar Yönetimi Konferansı - Beyond Reputation Management: The Quest For Corporate Integrity and Communication Candour / Roneld RENSBURG

  1. 1. Beyond Reputation Management: The Quest For Corporate Integrity and Communication Candour Ronel RENSBURG 2.Uluslararası İtibar Yönetimi Konferansı 3-4 Ekim 2013, İstanbul
  2. 2. Beyond reputation management: the quest for corporate integrity and communication candour Ronel Rensburg University of Pretoria South Africa
  3. 3. Objectives of the presentation • The quagmire of the business environment and the lack of integrity - defending reputation at all costs • Why Aristotle is still relevant today? • Enter corporate governance and communication’s licence to operate • The Stockholm Accords • The Melbourne Mandate • Integrated reporting • Moving beyond reputation • Business integrity reporting through communication candour • The way forward: not only corporate sustainability but business continuity – creating a balance through communication capital
  4. 4. Global Corruption Barometer 2013
  5. 5. DANTE’S INFERNO
  6. 6. In the 8th circle of the vestibules of hell – the corrupt politicians and the spin doctors: they are punished by being thrown into a hole of boiling pitch… To this we add the corporate despots that run perverted corporate regimes enshrined in the cosmetics of PR under the veil of reputation management
  7. 7. Greed and corruption through the centuries Through the centuries, these phenomena have emerged for periods ranging from a few years to a few decades. During those periods,organisations arrogantly claimed to have invented a new kind of economy, to which economic fundamentals of production of goods and services for real customers did not apply. They claimed to be making money out of money. But sadly, these bursts of “creativity” always proved to be unsustainable.
  8. 8. Therefore, according to Edelman and others: today there is a dire crisis in leadership and government across the world- yet again….
  9. 9. So why do the teachings of Aristotle become relevant again today? Two reasons and his Politics and Rhetoric provide answers
  10. 10. Reason 1: Chrematistics “The act of getting property” This can be natural – “true riches” is the limited amount needed for a good life This can be unnatural – when the “riches and property have no limit” (Politics 1257a) – as in when the acquisition thereof becomes harmful, excessive and greedy And the people suffer…..
  11. 11. Reason 2: Rhetoric Logos, ethos and pathos – still relevant in any communication today “By using the power of communication justly - one would do the greatest good and unjustly – the greatest harm…”
  12. 12. Enter the King Reports on corporate governance • The King l, ll, and lll Reports on corporate governance • In chapter 8 of the King lll report communication finds its “license to operate” in engaging relationships with stakeholders – with all stakeholders and not only shareholders • This led to numerous different areas of investigation as to strategic communication activities • And the Global Alliance community went onwards to create the Stockholm Accords…. 18
  13. 13. The Stockholm Accords 19
  14. 14. 20 The Stockholm Accords, June 2010 • Governance • Management • Internal communication • External communication • Alignment between internal and external communication • Sustainability
  15. 15. 21
  16. 16. And the concept of integrated reporting followed…. It now becomes pivotal that the “non-financial issues and stakeholders in general” are becoming as important as the “financial issues and shareholders specifically”. Not only the organisation but everything within and outside of business has a reputation to maintain: individual leaders, culture, society, countries, the earth…”
  17. 17. As it had been before the onset of integrated reporting initiatives An accountant’s perspective A communicator’s perspective • Triple bottom line • Managing financial, social and environmental risks, obligations and opportunities • Profit • People • Planet • Resilience over time • Working with stakeholders to solve the complex problems we share • People • People • People 24
  18. 18. What this means • A resource-based view of the organisation • A bundle of tangible and in-tangible assets 25
  19. 19. The wider world • Complex • Connected • Compressed • Co-dependent • Context • Co-creation 26
  20. 20. A new compact between business and society • Everyone has a stake in the future • The problems are too complex for singular answers • Collaborative action is the only way forward And the questions: • How is a ‘right to be heard’ gained • How is trust established? • How is ‘engagement’ undertaken? • What is the role of communication? 27
  21. 21. What the Financial Times says Future practices in business sustainability • Stakeholder engagement • Reporting and disclosure • Life cycle analysis • Environmental management systems • All through transparent communication • Beyond reputation management • Integrated reporting towards integrity reporting 28
  22. 22. Enter corporate integrity… Corporate character, values and ethics can no longer remain static. Now, the decisions and actions organisations and their stakeholders take, day after day, are on full and almost immediate display. To earn trust, organisations and all of the stakeholders must consistently behave in a manner that is authentic with communication candour. Corporate integrity is what corporate integrity does
  23. 23. Abraham Lincoln on reputation Character is like a tree and reputation like a sCharacter is like a tree and reputation like a shadow. The shadow is what we think of it; the tree is the real thing…..ow. The shadow is what think of it; the tree is the real thing…..
  24. 24. Enter Winston Churchill The difference between management and leadership is communication
  25. 25. Crucial roles for communication Organisational purpose Communication management contribution • Social orientation • What is our role in society? • What are our obligations? • What are the implications for our organisation? • Values based: stakeholder - oriented • Essential to values and strategy development • Builds the organisation • Maintains legitimacy • Puts performance into perspective 32 Constituting and Enabling
  26. 26. Crucial roles for communication Corporate decision making Communication management’s contribution • What is the shape of our business? • How shall we deploy our resources? • How will we build our business? • Internally oriented: resources and capability oriented • Informed decision-making • Coaching management on the communicative implications • Communication capital and the new accountabilities • Respect in the corporate lexicon • A spiral of continuous interaction 33
  27. 27. Articulating communication as an asset – assisting reputation-building and maintenance Articulating communication as competence - relationships and cultural alignment Articulating communication as moral DNA – the organisation is not just an economic force, but also a way of being social with all stakeholders
  28. 28. Core imperatives for communication management • A profound understanding of the brand • An acknowledgement of the changed nature of leadership • Communication is NOT a soft skill • Communication IS a core competence for organisations 35
  29. 29. The results of strategic communication • Sustainable world • Sustainable communities • Sustainable organisations • Business continuity • People • People • People 36
  30. 30. Business continuity and communication 37 Public sentiment is everything….. with it nothing can fail: without it nothing can succeed. Abraham Lincoln
  31. 31. Conclusion And to Aristotle’s logos, ethos and pathos we add mythos (corporate integrity through communication candour)

×