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Ethics And Sustainability

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Mediawolcott

Public relations professionals need to be actively engaged in the sustainability discussion at companies and clients. But this also means they need to understand the fundamentals of ethics policies and how ethics is woven into sustainability policies

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Sustainable Practices + Ethics = Public Relations opportunities The Wolcott Company
Why? More companies, organizations issuing Sustainability Reports Ethics taking top billing in reports, in media coverage Risks growing walk the talk As they occur, ethical dilemmas are a natural discussion between PR managers and executives The Wolcott Company
Ethics? CSR? Sustainability? An evolutionary process Stewardship Ethics Reputation Management Corporate Social Responsibility Corporate Governance Sustainability ? The Wolcott Company
Corporate Social Responsibility 1870s: Cadbury chocolate company created company village, medical dept., pension funds 1919: Eastman Kodak gave employees a stake in company 1940s: Johnson and Johnson said its stakeholders were customers, employees and communities it operated in (ahead of stockholders) 1990s: Tata Steel (Indias oldest): did we fulfill our moral and social responsibilities? The Wolcott Company
I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a companys existence, we have to go deeper and find the real reasons for our being. At a company.. a group of people come together to make a contribution to society. Dave Packard, co-founder of Hewlett-Packard, 1939 The Wolcott Company
CSR $ 2007: Nearly 80 % of executives said that corporate responsibility programs enhance profitability ( 2007 Grant Thornton survey of U.S. Business Leaders ) Average of $2.5 million more in annual revenue for Fortune 500 companies with reputation for being socially responsible (Pepperdine University business school) 62% of leads, 34% of clients for Manpowers CS office a result of CSR The Wolcott Company
Corporate Social Responsibility Environmental issues Ethics and corporate governance Employee and product safety The Wolcott Company
Sustainable Development Meets present needs without compromising ability of future generations to meet their own needs The Wolcott Company
Sustainability Pillars Environment (Health) Economic Social (Human Rights, Ethics) The Wolcott Company
Sustainability must include Ethics PR pros must lead the way As professionals, we pledge As professionals, we perform As professionals, we counsel Our counsel on ethical dilemmas can help companies survive The Wolcott Company
Why PR at the Ethics Table Opportunity Knocking Critics say PR inherently lacks ethics A threat to truthful journalism Center for publicintegrity.org) ..modern PR practices give vested interests..opportunity to deceive.. Corporatewatch.org.uk The Wolcott Company
Why PR at the Ethics Table Were becoming less afraid to lead discussion, profess our values CEOs turning to PR frequently for advise and counsel on issues Ethical dilemmas often involve publics More than 65% of PR managers providing some level of ethical advising at top level Bowen & Heath 2006 (IABC) The Wolcott Company
Why PR at the Ethics Table Our Code of Ethical Conduct Truth, fairness, honesty, conflicts of interest Accountable * Disclosure of information Fair competition among PR professionals Preserve intellectual property rights Signed copies with clients? Next step in this process with PRSA The Wolcott Company
Threat to PRs Place at Table ? More than 75% advising based on experience (Institute for Public Relations) i.e. No academic training Leaves young professional at disadvantage Sustainable initiatives must be a complete package Public acceptance Media scrutiny Bulletproof implementation The Wolcott Company
Role of Ethics officer: Develop corporate ethics policies: For Employees For Board of Directors For Contractors and Vendors The Wolcott Company
Role of Public Relations Pro: Ensure management understands why ethics programs will be scrutinized by public & translates into sustainability Develop messages, value proposition Pre-message (How should it look) Road test the declarations Fully understand ethics policies & officer Ensure integration of ethics, CSR into sustainability report The Wolcott Company
Role of Public Relations Pro: Employees must believe it, engage it Internal communications programs are critical to success PR can ensure full integration Stay globally aware Read sustainability reports to gauge your efforts The bar will just go up The Wolcott Company
Ethics in Sustainable policies Companies and organizations are driving the sustainability discussion Social consciousness Stronger political will Some early initiatives failed no ethics check or internal buy-in (Ford, Target) Sustainability, ethics and CRS programs not linked everywhere China syndrome The Wolcott Company
Emerging trends 2005-08 The Wolcott Company
we believe in conducting business in a socially responsible manner based on the highest ethical principles of trust, teamwork, honesty and respect for the rights and dignity of others. We are determined to build our business with partners who ensure their employees are treated ethically, in accordance with all applicable contractual obligations, regulations and laws. Corporate Express (January 2008) (acquired by Staples in July 2008) The Wolcott Company
At Staples, we strive to work with suppliers who treat their workers with dignity and respect, adhere to applicable laws and regulations, and make their products in an environmentally sustainable manner. Staples Supplier Code of Conduct (2004-2006) The Wolcott Company
Staples Soul Report will take additional steps to more accurately measure ethics program performance. The Wolcott Company
2008 Staples Soul reflects our commitment to corporate responsibility. Its what moves us to embrace diversity, sustain the environment, give back to our communities and practice sound ethics. Staples latest Soul (CSR) report Ethics at top of the content The Wolcott Company
Social Accountability Factory Audits 2004: 241 2007: 379 Staples latest Soul (CSR) report Employee training - big The Wolcott Company
Additional Resources www.Environmentalleader.com www.CSRQuest.com (Greece) www.business-ethics.org www.Greenatworkmag.com The Wolcott Company

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Ethics And Sustainability

  • 1. Sustainable Practices + Ethics = Public Relations opportunities The Wolcott Company
  • 2. Why? More companies, organizations issuing Sustainability Reports Ethics taking top billing in reports, in media coverage Risks growing walk the talk As they occur, ethical dilemmas are a natural discussion between PR managers and executives The Wolcott Company
  • 3. Ethics? CSR? Sustainability? An evolutionary process Stewardship Ethics Reputation Management Corporate Social Responsibility Corporate Governance Sustainability ? The Wolcott Company
  • 4. Corporate Social Responsibility 1870s: Cadbury chocolate company created company village, medical dept., pension funds 1919: Eastman Kodak gave employees a stake in company 1940s: Johnson and Johnson said its stakeholders were customers, employees and communities it operated in (ahead of stockholders) 1990s: Tata Steel (Indias oldest): did we fulfill our moral and social responsibilities? The Wolcott Company
  • 5. I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a companys existence, we have to go deeper and find the real reasons for our being. At a company.. a group of people come together to make a contribution to society. Dave Packard, co-founder of Hewlett-Packard, 1939 The Wolcott Company
  • 6. CSR $ 2007: Nearly 80 % of executives said that corporate responsibility programs enhance profitability ( 2007 Grant Thornton survey of U.S. Business Leaders ) Average of $2.5 million more in annual revenue for Fortune 500 companies with reputation for being socially responsible (Pepperdine University business school) 62% of leads, 34% of clients for Manpowers CS office a result of CSR The Wolcott Company
  • 7. Corporate Social Responsibility Environmental issues Ethics and corporate governance Employee and product safety The Wolcott Company
  • 8. Sustainable Development Meets present needs without compromising ability of future generations to meet their own needs The Wolcott Company
  • 9. Sustainability Pillars Environment (Health) Economic Social (Human Rights, Ethics) The Wolcott Company
  • 10. Sustainability must include Ethics PR pros must lead the way As professionals, we pledge As professionals, we perform As professionals, we counsel Our counsel on ethical dilemmas can help companies survive The Wolcott Company
  • 11. Why PR at the Ethics Table Opportunity Knocking Critics say PR inherently lacks ethics A threat to truthful journalism Center for publicintegrity.org) ..modern PR practices give vested interests..opportunity to deceive.. Corporatewatch.org.uk The Wolcott Company
  • 12. Why PR at the Ethics Table Were becoming less afraid to lead discussion, profess our values CEOs turning to PR frequently for advise and counsel on issues Ethical dilemmas often involve publics More than 65% of PR managers providing some level of ethical advising at top level Bowen & Heath 2006 (IABC) The Wolcott Company
  • 13. Why PR at the Ethics Table Our Code of Ethical Conduct Truth, fairness, honesty, conflicts of interest Accountable * Disclosure of information Fair competition among PR professionals Preserve intellectual property rights Signed copies with clients? Next step in this process with PRSA The Wolcott Company
  • 14. Threat to PRs Place at Table ? More than 75% advising based on experience (Institute for Public Relations) i.e. No academic training Leaves young professional at disadvantage Sustainable initiatives must be a complete package Public acceptance Media scrutiny Bulletproof implementation The Wolcott Company
  • 15. Role of Ethics officer: Develop corporate ethics policies: For Employees For Board of Directors For Contractors and Vendors The Wolcott Company
  • 16. Role of Public Relations Pro: Ensure management understands why ethics programs will be scrutinized by public & translates into sustainability Develop messages, value proposition Pre-message (How should it look) Road test the declarations Fully understand ethics policies & officer Ensure integration of ethics, CSR into sustainability report The Wolcott Company
  • 17. Role of Public Relations Pro: Employees must believe it, engage it Internal communications programs are critical to success PR can ensure full integration Stay globally aware Read sustainability reports to gauge your efforts The bar will just go up The Wolcott Company
  • 18. Ethics in Sustainable policies Companies and organizations are driving the sustainability discussion Social consciousness Stronger political will Some early initiatives failed no ethics check or internal buy-in (Ford, Target) Sustainability, ethics and CRS programs not linked everywhere China syndrome The Wolcott Company
  • 19. Emerging trends 2005-08 The Wolcott Company
  • 20. we believe in conducting business in a socially responsible manner based on the highest ethical principles of trust, teamwork, honesty and respect for the rights and dignity of others. We are determined to build our business with partners who ensure their employees are treated ethically, in accordance with all applicable contractual obligations, regulations and laws. Corporate Express (January 2008) (acquired by Staples in July 2008) The Wolcott Company
  • 21. At Staples, we strive to work with suppliers who treat their workers with dignity and respect, adhere to applicable laws and regulations, and make their products in an environmentally sustainable manner. Staples Supplier Code of Conduct (2004-2006) The Wolcott Company
  • 22. Staples Soul Report will take additional steps to more accurately measure ethics program performance. The Wolcott Company
  • 23. 2008 Staples Soul reflects our commitment to corporate responsibility. Its what moves us to embrace diversity, sustain the environment, give back to our communities and practice sound ethics. Staples latest Soul (CSR) report Ethics at top of the content The Wolcott Company
  • 24. Social Accountability Factory Audits 2004: 241 2007: 379 Staples latest Soul (CSR) report Employee training - big The Wolcott Company
  • 25. Additional Resources www.Environmentalleader.com www.CSRQuest.com (Greece) www.business-ethics.org www.Greenatworkmag.com The Wolcott Company