winkfield.ppt
Download as PPT, PDF0 likes5 views
This document discusses communication ethics and the need for a new approach. It proposes the establishment of the Institute of Communication Ethics and its commercial partner Communication Ethics Limited. These organizations would serve as a global network of researchers and practitioners working to develop communication ethics through activities like conferences, training, codes of ethics and consulting. Their goal would be to help organizations strengthen intangibles like trust, reputation and loyalty by improving ethical communication, which would support sustainable achievement.
winkfield.ppt
- 1. 1 communication ethics the firm foundation for sustainable achievement
- 2. 2 Logos Pathos Ethos persuasion: the classical approach
- 3. 3 “The secret of success is honesty and sincerity. Once you’ve learned how to fake that, you’ve got it made.” reputation management : a modern approach
- 4. 4 the verdict “We live in a communications era still devoid of a morality of communicating.” Antonio Pasquali, 1997
- 5. 5 some unintended consequences: politics and media • loss of trust in institutions – all blaming each other in a ‘lose-lose’ game • postmodern thinking about reality, objectivity, truth – ethical anarchy, or the only way forward in the communication era? • continuing questions about the role of PR – the practices of the few tarnishing the reputation of the many
- 6. 6 … and organisations • legacy of BPR, internal marketing, outsourcing – weakening of professional middle management – “information is power - don’t share it!” – loss of organisational integrity • weakening of the contract between employers and staff • lack of clarity about the role of Communications – management tool, change agent, department of propaganda or guardian of values? • in the EACA/ICE survey of European advertising agencies, more than half said a voluntary code of ethics would be useful.
- 7. 7 a new approach needed to communication ethics political media organisation group interpersonal an approach that is: - theoretically grounded - tested in practice - about improving performance today, not measuring yesterday
- 8. 8 the institute of communication ethics • a not-for-profit, interdisciplinary, global network of communication researchers – universities – media – business – government and NGOs – voluntary sector • a centre for the development of professional practice in communication ethics • a research and training resource • membership open to organisations and individuals conferences seminars ethical space
- 9. 9 communication ethics limited • commercial partner to the institute of communication ethics • management advisors • communication researchers, strategists and practitioners • working with the institute’s R&D and consultant resources
- 10. 10 putting theory into practice through… management briefings, ICE workshops surveys ethical codes training, coaching, mentoring ethical programmes evaluation online resource centre integrity health checks
- 11. 11 to help you achieve your business objectives customer loyalty recruitment & retention investor confidence community support
- 12. 12 by improving the essential intangibles trust brand equity reputation customer loyalty recruitment & retention investor confidence community support
- 13. 13 supporting pillars trust brand equity reputation customer loyalty recruitment & retention investor confidence community support
- 14. 14 the only firm foundation COMMUNICATION ETHICS trust brand equity reputation customer loyalty recruitment & retention investor confidence community support
- 15. 15 communication ethics the firm foundation for sustainable achievement