Ethical challenge facing PR practitioners in 2021

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Isil Aridag, CEO, Unite Edelman Turkey

Reality Versus Truth

In this unprecedented era of pandemics; rising social tensions; unstable politics; financial uncertainty; mass unemployment; misuse of technology; and escalating natural disasters; trust matters more than ever.

According to the 2021 Edelman Trust Barometer Global Report; among NGOs, governments, and media – only companies and brands are seen as having both the competencies and the ethical resolve needed to tackle today’s problems. Nevertheless, people still question the gap between the projected reality of a company and the truth of how they actually behave.  As comms consultants, we are tasked with a huge and vital mission to foster sustainable, purposeful, ethical business models that protect people, society, and the environment; and to create economic and social value. Consequently, communication in this new age will shift from the traditionally assumed roles of B2B and B2C to a new norm B2H. Business to Human.

The Edelman Trust Barometer Global Report also states that most consumers believe they have the power to force brands to change to take purposeful actions.  Communication practitioners should keep in mind that while acting as loyal ambassadors, consumers may also easily turn into hardened activists and jaded protestors.

The report shows that in our current age, trust in all information sources is at record lows. The public are more sceptical than ever; they doubt the reliability of information; and are wary of disinformation and misinformation; and are confused by knowledge inflation. The challenge for the communication industry, then, is to establish an accountable platform to reach out to, influence, and convince the mistrustful audiences.

The other challenge for communication people is the enormous effort needed to adapt to rapidly developing technology and guide constantly changing social media policies while protecting the privacy rights of all stakeholders. Legal and ethical regulations are a “must-have”. Yet these, sometimes curtail the possibilities of a competitive communications program that stands out among competitors. Alongside this, “strategic creativity” seems to be another challenge.

A trustworthy communication climate and excellent ethical standards can only be achieved when all stakeholders plan, pledge, and act in a collaborative effort. Furthermore, businesses must also “say” and “do” the same. Then, reality becomes truth.

Using these truths to appeal honestly and transparently to the audiences, we can leverage true B2H communications and begin to navigate the multi-layered and integrated landscape of the present day, where trust is needed more than ever.

Follow the hashtag #prethics for more throughout ethics month

High standards and professional ethics are the industry’s crucial raison d’être and an everyday call to action

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By Kresten Schultz Jørgensen, CEO, Oxymoron Communication & Board Member, Kreativitet & Kommunikation (The Association of Advisory Creative Business in Denmark)

& Boline Skovly, Communication Officer, Kreativitet & Kommunikation

If recent history has taught us anything, the most important lesson for communication practitioners and the global industry is that communication has for all practical purposes become means in modern warfare. For some, this might sound as a postulate, however reality backs it up. And indeed, we professionals must acknowledge that our expertise can be used in the service of both good and evil. Good, is the articulation of knowledge and valid opinions. Bad, is propaganda and fake news.

Today, the communications industry is challenged by the commercialization of a few tech giants. The platforms are not only distorted with noise. Over the last years we have witnessed state propaganda, fake news and disinformation that has twisted rule of law and altered societies. As a concrete example, the world witnessed an American election in 2016 that was heavily influenced by Russian interests. This is ultimately what is at stake and this calls for self-reflection within the industry.

Finetune your ethical compass

High standards and professional ethics have always been the foundation of the communications industry, but today they are the most vital competitive parameters in a world where communication is the primary component in both geopolitics and social development. Communication governs the world–and with that follows a great responsibility, ethical behavior, and standards.

Within the Public Relations and Public Affairs discipline, we often work under the radar. Our work and expertise every so often take place in closed spaces, such as dealing with a crisis before it becomes a public crisis or the drafting of political legislation before it is made public. It is our job to participate in policy development for the whole of society, and every communication consultant needs to finetune his or her ethical compass to navigate. Why? Because we are a guarantee of reliable sources of information. But adjusting your ethical compass is not a static exercise. More is it a dynamic process that calls for constant attention.

Furthermore, Public Relations and Public Affairs often start with a problem–other communication disciplines have different starting points e.g., an opportunity, a solution, or a product. The political and crisis-related angles in our professionalism imply that we cannot, nor must we take the wrong shortcuts. In other words, there lies a great responsibility on the individual communications consultant and company in relation to working in accordance with the adopted standards.

Helsinki, Stockholm, and Danish national ethical guidelines

The most urgent challenge today is to value and nurture the ethics of the industry. We believe that we must be at the forefront of standing together with and about high standards. On a national level, we work under a collection of ethical guidelines in Denmark and on an international level we support and conform to ICCO’s Helsinki Declaration and Stockholm Charter.

Heather Kernahan announced as new ICCO Americas President and Board Member

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Heather Kernahan, Global CEO, Hotwire, has been announced as ICCO’s new US Board Member and Americas President. The role will see Heather represent Unites States based agencies on ICCO’s Board of Management, as well as offering strategic insight and direction ICCO’s Executive Committee.

Heather replaces Barbara Bates, who stepped down last month following a move to an advisory role within Enero Group. Heather is currently the Board Chair at PR Council, ICCO’s membership association in the US, providing an ideal platform to continue the excellent partnership between US based agencies and the global PR community.

Heather said:

“It is an immensely exciting time to be a leader in PR and communications, and I look forward to collaborating with colleagues and friends across the global PR community to keep advancing our industry forward in all regions of the world”

Francis Ingham, CEO, ICCO, said:

“I am delighted to welcome Heather to the ICCO Board of Management and Executive Committee. Her experience and global insight will be a valuable addition to our organisation and I look forward to working with her over the coming years”

Heather Kernahan joined Hotwire from Eastwick Communications, as president of Hotwire North America and Australia, after its acquisition in 2016 by Enero Group. In 2019, she was named Hotwire CEO of North America. Under her leadership the agency has experienced record growth. With over 20 years of industry experience, Kernahan has held senior marketing and executive leadership roles at fast growth and global technology organisations including Autodesk, Enphase Energy and Alias. Under her leadership, Hotwire has developed partnerships with technology companies including: Adobe, Facebook, McAfee, Commvault, NetApp and Pinterest. As a global tech expert and business leader she has been named one of 2020 SF Business Times’ 100 Most Influential Women and is the Board Chair of The PR Council. Kernahan holds an MBA in Sustainable Enterprise from Dominican University of California.

The term for Americas President is fixed until Autumn 2022.

UK Team Win Gold at Cannes Young PR Lions

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Gigi Rice and Elle Bellwood, creatives at Hope and Glory, have today become the first ever UK winners of the Cannes Young PR Lions competition. The team from Ireland, Orna Clarke and Lughan Deane won Silver, and from Taiwan, Ya Ting Chien and Tze Yu Yeh claimed Bronze.

Elle and Gigi won the UK heat as freelancers earlier in the year, beating 60 other teams. At the global final, they competed against 24 national winners to be crowned the world’s best. Teams had 24 hours to create a global campaign based on a detailed brief from One Young World.

The brief challenged competitors to create a campaign that would promote young voices in conversations around climate change. The winning campaign idea was “Time for Action” – a strategy to target global leaders and politicians with a series of sustainable luxury watches.

The other five teams make the final eight-team shortlist were: Croatia, Finland, Germany, Indonesia, USA.

The previous gold winners hail from Japan in 2019, China in 2018 and Hungary in 2017.

PRCA Director General Francis Ingham MPRCA said:

“Congratulations to Elle and Gigi on making history as the first ever UK winners of the Young PR Lions competition. It’s been inspiring to see so many brilliant young teams from around the world compete and demonstrate the growing power of public relations.”

Gigi and Elle said:

“We are utterly over the moon to have won the UK’s first gold PR Cannes Young Lion in our initial year in the industry. We’d particularly like to thank Hope and Glory and Candace Kuss for all their support in this round and cannot wait for Cannes Condensed next week where we get to finally meet (and buy a few drinks) for the incredible people in PR who have inspired us through this last year. It’s officially coming home!”

 

Nitin Mantri extends ICCO Presidency to 2022

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ICCO’s Board of Management have together agreed to extend the ICCO presidency of Nitin Mantri, Group CEO, Avian WE, by one year. Many of the traditional Presidential activities have been halted over the course of the past 15 months and the Board have decided to enact this one-off extension.

The two-year ICCO presidency was due to end in November 2021, however current ICCO Vice-President Grzegorz Szczepanski, CEO, Hill +Knowlton Poland, will now take over in Autumn 2022. Alison Clarke, Alison Clarke Consulting, agreed to continue in her role as Treasurer for one additional year. An election to determine the next President and Treasurer will take place in Summer 2022.

Global PR Confidence Up To 87%

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Public relations professionals around the world are feeling increasingly confident about the future of their organisations, according to PRCA’s latest Global Confidence Tracker. 275 members took part in a single-question study conducted by Question and Retain.

87% of ICCO members – drawn from a global pool of practitioners – said they were either confident or very confident about the future of their agency. This is the highest ICCO figure recorded since the tracker launched in April 2020.

Reasons for global confidence included the success of vaccination programmes, which many leaders feel has led to an increase in new projects. Numerous PR leaders also cited an increased demand for strategic advisory services, as well as greater investment in social media, as reasons for increased levels of confidence.

ICCO President Nitin Mnatri said:

“The Global Confidence Tracker is a timely and thoughtful initiative, and it gives us a reason to feel hopeful and positive. We are living through extraordinarily difficult times, and there are no easy solutions to the issues we face. But it is our job to carve a path forward and we have brilliantly reinvented ourselves so far, with digital acceleration serving as a key instrument of adaptability. This is our industry’s inflection point where divergent thinking and creative reshaping of PR strategies will become the hallmark of communications.”

PRCA Director General & ICCO Chief Executive Francis Ingham MPRCA said:

“Our latest Global Confidence Tracker, conducted by Question and Retain, has reaffirmed our overwhelming confidence that 2021 will be a year of resurgence for the PR industry. Significant challenges lay ahead, particularly as COVID-19 variants emerge around the world. But our industry now faces those challenges from a position of strength. Our data show that PR leaders globally are more confident now than at any stage of the pandemic, with digital investment and increased demand for strategic services fuelling confidence around the world. Having endured a torrid period, the industry’s foundations are sound, and its future is bright.”

Annabel Dunstan, Founder & CEO, Question and Retain:

“The Confidence Tracker is a simple one question Pulse Check and happily the trend we have observed is a positive one. It has been a smart move by the PRCA to track member confidence through these most extraordinary of times. The feedback we have gathered on their behalf has helped inform and shape events and communications to support members who have had to pivot and adapt rapidly to ensure their businesses survived and thrived.”

Three ways PR firms can raise ethical standards in 2021

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Author: Nitin Mantri, ICCO Presdient

The COVID-19 pandemic has changed the world as we know it. But one thing remains unchanged even in the face of adversity: consumer’s need for authenticity, consistency, and clarity.

Even before the world was turned upside down, consumers wanted companies to care about social, environmental, and ethical issues and take meaningful action to create a more sustainable future. Studies conducted before the pandemic have shown that the new brand loyalty is driven by a shared understanding of humanity and respect, and to survive, we must all be authentic, ethical, and human to the core.

The profound upheavals of the past year have made this clamour for authenticity a business imperative. The age of accountability is upon us and ethical behaviour is the only way forward.

Here are three ways PR firms can raise ethical standards in 2021:

Start with your own employees

2020 saw companies effectively adapt to the disruption of the pandemic by transitioning to remote work. In 2021, PR firm leaders must begin to look inward. In a recent ECI 2021 Global Business Ethics Report,“(global employee) pressure to compromise standards is the highest ever. Globally, 29% of employees reported pressure in 2020, an increase from 20% in 2019.”

This is a wake-up call. Since a hybrid work model is likely to be the new norm, this is our opportunity to reflect on our organisations’ values, discard outdated practices and rebuild a company culture that adheres to ethical obligations, starting with employee engagement, growth, and welfare.

Future-proof your organisational culture by conducting ethics trainings that will provide additional guidance on cybersecurity, maintaining confidentiality in shared workspaces, ensuring client privacy and data protection, and address common ethical dilemmas, to name a few. The leadership, and not just the HR, should conduct these trainings because the onus of ethical conduct cannot be only on employees. Leaders must ensure that they are honest in all their dealings.

Defend the truth

The erosion of trust in the media and the proliferation of social channels and online sources of news have resulted in a misinformation surge. This does not bode well for the industry. If the credibility of the media diminishes, will our stories have the same impact? Will consumers trust them? Will we as an industry be that relevant?

The good news is that we, communicators, can play a significant role in restoring people’s faith in authentic news outlets. How? By collaborating with credible media outlets for all our work, being scrupulous about the facts of any story we promote and by holding both clients and journalists accountable. And we must keep doing so even after the crisis is over. We must keep defending the truth and the people who tell it and ensure that our clients stay on the course of truth and accountability.

Use technology responsibly

Amidst the devastation, uncertainties and chaos, technology has been the only winner that is helping us function in this new world. And these technologies will become even more integral to our lives. Tools like Cloud, machine learning and artificial intelligence have become our go-to tech assets that are helping us optimise client time and budgets.

The dependence on big data technologies will also increase as economies inch their way to revival and consumer sentiment remain largely unfathomable. Being a tech optimist, I am excited about these opportunities, but we must strike a balance between innovation and ethics and choose what works best for our clients without sacrificing consumer privacy.

Conclusion

2021 looks to be the year when the PRCA Ethics Council will successfully demonstrate the impact of its purpose, a year in which we will focus on uprooting compromised workplace ethics and lay the foundation of a stronger industry. But let us not forget that the responsibility to maintain ethical standards extends to every single member of the PR fraternity. Till the time we walk the talk, we will not find a cure to the industry’s ethical dilemma.

PressReader Announced as ICCO’s New Digital Newsstand Partner

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The International Communications Consultancy Organisation (ICCO) today announced PressReader, the world’s largest newspaper and magazine platform, as their digital news stand partner.

Led by Group CEO Alexander Kroogman, PressReader’s mission is to improve the way people discover stories that matter. Over the last 20+ years, PressReader has signed up more than 8,000 newspapers and magazines to its platform, and is often compared to the ‘Spotify for news.’ Whether through sponsored access or individual subscriptions, the PressReader platform reaches an audience of hundreds of millions of readers each year thanks to its trusted content partners and superior reading experience, which includes translation to up to 18 languages. The company has been a huge proponent of quality paid journalism.

ICCO is the body for PR associations and their members in 70 countries around the world, representing more than 3,000 PR and communications agencies.

ICCO Deputy Chief Executive Rob Morbin said: “Digital access to published news content is essential for our members. PressReader’s technology and sheer volume of certified content is unrivalled and provides a valuable service for PR businesses around the world. Importantly, services like PressReader contribute to ICCO’s efforts in promoting digital literacy and the use of varied, verified, clearly traceable sources of information”.

With this partnership, PressReader will provide publishers with more opportunities to distribute and license their content, extending its reach to PR and communications professionals. “As a result of the pandemic and the changes it brought in the publishing industry, we are aligning more closely with the organizations that we are selling to as well as our content partners. Through this expanded approach, we collaboratively work with the publishers to explore new markets, potentially grow licensing and copyright clearance opportunities in verticals that may be relevant or not readily available to them. All the while supporting their strategic direction”, explained Steve Chapman, Senior Vice President of Content Partnerships at PressReader.

 

About PressReader

PressReader is on a mission to improve the way people discover stories that matter to them.  With offices in Vancouver, Dublin, and Manila, the company provides the largest all-you-can-read platform of newspapers and magazines where people can discover relevant and trusted content from anywhere in the world. Publications include The Wall Street Journal, The Washington Post, Los Angeles Times, The Globe and Mail, The Guardian, Newsweek, The Atlantic, Forbes, Le Figaro, and Vanity Fair, to name just a few.

Using their phone, tablet, or computer, readers can browse content online or download entire issues using the PressReader app. They can subscribe for unlimited access or get the full experience sponsored by one of its brand partners. PressReader’s business partners leverage the premium content platform to enhance their customers’ experience. Household names include British Airways, Turkish Airlines, Cathay Pacific, Air Canada, Marriott, Fairmont Hotels, Seabourn Cruise Lines, Princeton University, and the New York Public Library.

PressReader’s digital edition technology Branded Editions powers many of the world’s most iconic publishers for their privately labeled digital editions, bespoke apps, and web kiosks – brands like The New York Times, The Washington Post, Arkansas Democrat-Gazette, El País, The Globe and Mail, The Guardian, The Times (of London), Haymarket, ABC, and Clarín.

 

LinkedIn: https://www.linkedin.com/company/pressreader  

Twitter: @PressReader

Facebook: @PressReader

Instagram: pressreader

 

CARMA announced as ICCO and PRCA global Media Monitoring Partner

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The International Communications Consultancy Organisation (ICCO) and the Public Relations and Communications Association (PRCA) today announced CARMA as their global Media Monitoring Partner.

One of the world’s longest established media intelligence providers, CARMA proudly attributes its longevity to providing exceptional client service. Its client-centric approach attracts top talent from among the media intelligence community. Across the globe, these experienced consultants and experts enable organisations to gain true media insight and demonstrate the effectiveness of their PR.

Led by Co-Managing Partners – former FIBEP Chairman Mazen Nahawi, and current AMEC Chairman Richard Bagnall – CARMA’s unparalleled experience, expertise, and client service makes it the first-choice media intelligence provider for ICCO and PRCA members across the world.

The PRCA is the world’s largest professional PR body, representing PR professionals in 70 countries worldwide. With offices in London, Singapore, Dubai, and Buenos Aires, PRCA’s mission is to create a more professional, ethical, and prosperous PR industry. PRCA also manages ICCO, the umbrella body for 41 PR associations and 3,0000 agencies across the world.

ICCO Chief Executive and PRCA Director General Francis Ingham MPRCA commented:

“CARMA sets the gold standard in media intelligence, media monitoring, and analysis. So, this global, exclusive, long-term partnership makes perfect sense for ICCO and the PRCA.

“The kind of insight that CARMA provides is more critical than ever for the PR, marketing, and communications industry. Their analysis will help PR practitioners around the world take full advantage of the economic recovery as it unfolds.”

Richard Bagnall, Co-Managing Partner at CARMA added:

“Increasing numbers of PR and communications professionals come to CARMA wanting to achieve better, more accurate reporting about the value of PR. The desire to understand and demonstrate PR impact is a direct consequence of the world we now find ourselves in. Across the globe, organisations are scrutinizing budgets and redlining spend when contribution to the bottom-line isn’t attributable. By joining forces with the PRCA and ICCO CARMA hopes to further elevate the importance of expert media intelligence.”

About CARMA
CARMA is the world’s most experienced media intelligence service provider. Established in 1984, the company has grown today to work with over 3,500 brands and organisations all across the world. CARMA helps its clients use media intelligence to navigate and understand the disrupted media landscape, operate strategically, and demonstrate success with industry-leading media monitoring and communications evaluation programs. CARMA blends expert technologies, powering real-time data insights, with a global team of experienced PR measurement consultants. Led by Co-Managing Partners – former FIBEP Chair Mazen Nahawi and current AMEC Chair Richard Bagnall – and with 450+ staff across five continents, CARMA’s unparalleled experience, expertise and client service makes it the first-choice media intelligence provider for any organisation looking to understand the media and refine and prove the value of their public relations.

For more information about CARMA, its expert team, and their work, visit carma.com, and follow on Twitter and LinkedIn

Comms Tips – Celebrating Cultural Holidays

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Author: Sabrina Ram, Founder and President Blu Lotus

As communications professionals gear up for cultural holidays like Black History Month, Women’s History Month, and International Women’s Day, our marketing, public relations and social media should not be performative. It’s important that our efforts are inclusive and authentic, with direct paths towards helping those communities in and outside of our business.

Consumers are more diverse than ever and hold large purchasing powers. Younger generations like Millennials and Generation Z (Gen Z) are holding companies accountable for their actions, especially in regard to performative allyship. Communicators can work with different parts of the business – from Human Resources (HR) to Product Operations to the C-Suite – to create impactful changes and progress.

Communications and marketing teams are increasingly celebrating cultural holidays like Black History Month, Women’s History Month, Asian American and Pacific Islander Heritage Month, Pride Month, and Hispanic Heritage Month. These teams need to remember it requires cultural intelligence, authenticity and a deep respect and understanding for those communities you wish to promote and serve.

Here are some core principles to keep in mind as you develop marketing campaigns.

  • Your efforts should occur throughout the year. Although these cultural holidays might fall within one month, week or day, they should be celebrated throughout the year, every year. Diversity, equity and inclusion are ongoing efforts. When you relegate your marketing and communications to a specific time period, it becomes exploitative. When you incorporate these strategies and tactics all year long, it strengthens and amplifies your efforts during annual cultural holidays.
  • Tie in company efforts to advance those communities into your marketing campaigns. If you’re promoting a cultural holiday but aren’t advancing those communities inside and/or outside of your organization, it’s performative. Brainstorm ways with your internal departments to create that change. If you are already advancing these efforts in a meaningful way, connect them to your campaign. It shows audiences you are committed to action, not just words.
  • Highlight relevant employees and customers and promote their accomplishments. A brand’s staff and customers help define who they are. Promoting their stories and accomplishments inside and outside of the organization helps show a human side to the brand. It shows how proud you are of them and how you are advancing their efforts. If you discover you don’t have many stories, or you keep promoting the same small handful of people, this opportunity can be used to drive change in your organization to increase diversity, equity and inclusion efforts.
  • Utilize diverse team members to create, lead and inform campaigns. Not only is it important for diverse members of your team to help inform campaigns, you should be giving them the opportunity to create and lead them. These efforts are often spearheaded by people who are not a part of these cultural groups. Even worse, these campaigns are often created without their input. You cannot incorporate cultural intelligence, authenticity and respect if you won’t even give them a seat at the table, especially with proper support and resources.

Diversity, equity and inclusion are important to prioritize in your organization, especially if you are going to use these elements to promote your brand. A sustained commitment to these communities will help garner their attention, increase their engagement, and earn their respect. In turn, it will help you build a better organization and brand.

Sabrina Ram is president of Blu Lotus, a strategic communications consulting agency. For PR, marketing and social media insights, connect over LinkedIn, Twitter and Facebook! A version of this article originally appeared on Blu Lotus’ blog.