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Communication strategies in the age of accountability

Communication strategies in the age of accountability Purpose – To help executives understand the communications implications of the current climate and devise successful strategies. To promote a better understanding of the importance of reputation, its determinants and the role of communications in managing it. Design/methodology/approach – Economist intelligence unit conducted a survey of 175 senior executives in North America, Europe and Asia Pacific for Hill & Knowlton looking at executive attitudes to a wide range of litigation issues. We analyzed this research and came to a number of important conclusions. Findings – That reputation is central to business success and is importance to a range of audiences. That litigation is a serious concern. That corporate social responsibility is gaining ground but full value is not been achieved from it Practical implications – The companies who adapt quickest to the new environment can derive competitive advantage, but to do so they must be willing to take ultimate responsibility for communications out of the PR team and on to the boardroom table; break down the functional silos and deliver integrated communications; think afresh about their role and responsibility and, most of all, be willing to take a more confident and pro‐active approach to handling the challenges of the age – showing the same confidence that created the successful businesses that they are. Originality/value – A combination of quality attitudinal research plus practical advises from a leading advisor on reputation management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Handbook of Business Strategy Emerald Publishing

Communication strategies in the age of accountability

Andrew Pharoah
Handbook of Business Strategy , Volume 7 (1): 6 – Jan 1, 2006
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Publisher
Emerald Publishing
Copyright
Copyright © 2006 Emerald Group Publishing Limited. All rights reserved.
ISSN
1077-5730
DOI
10.1108/10775730610619061
Publisher site
See Article on Publisher Site

Abstract

Purpose – To help executives understand the communications implications of the current climate and devise successful strategies. To promote a better understanding of the importance of reputation, its determinants and the role of communications in managing it. Design/methodology/approach – Economist intelligence unit conducted a survey of 175 senior executives in North America, Europe and Asia Pacific for Hill & Knowlton looking at executive attitudes to a wide range of litigation issues. We analyzed this research and came to a number of important conclusions. Findings – That reputation is central to business success and is importance to a range of audiences. That litigation is a serious concern. That corporate social responsibility is gaining ground but full value is not been achieved from it Practical implications – The companies who adapt quickest to the new environment can derive competitive advantage, but to do so they must be willing to take ultimate responsibility for communications out of the PR team and on to the boardroom table; break down the functional silos and deliver integrated communications; think afresh about their role and responsibility and, most of all, be willing to take a more confident and pro‐active approach to handling the challenges of the age – showing the same confidence that created the successful businesses that they are. Originality/value – A combination of quality attitudinal research plus practical advises from a leading advisor on reputation management.

Journal

Handbook of Business Strategy – Emerald Publishing

Published: Jan 1, 2006

Keywords: Governance; Attidues; Social responsibility; Communication management

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