FleishmanHillard Vanguard organized a roundtable on ethics in communications, which took place during the PR Days in Moscow festival on the 16th of December.
Roundtable participants spoke about some of the most pressing issues surrounding ethics in communications and their potential solutions. Another topic of discussion was the compatibility of high ethical conduct and professional success, and whether adhering to ethical standards contributes to the effectiveness of communication and business solutions. Elena Fadeeva, FleishmanHillard Vanguard’s General Director, head of the working group to develop the United Code of Ethics in Communications, moderated the discussion.
Anna Kostikova, Director of the Advertising and Public Relations program at the Moscow State University, spoke about the theoretical aspects of ethics in communications. Marina Tatarskaya, PR Director at Ferrero Russia, shared her experience of how international practices of a company help to build its corporate reputation in the most ethical way.
Elena Kovaleva, Head of Communications at Severstal, gave a presentation on the communications campaign carried out in support of the sale of the company’s foreign assets. The campaign helped the company maintain its reputation following a series of redundancies and discontinuation of operations abroad.
Anna Voronina, press secretary of Aleksey Repik, Chairman of Business Russia and Chairman of the Board of Directors at R-Pharm, gave her views on how to build a productive relationship with the media basing it on high ethical principles. Meanwhile, Tatiana Shakhness, PR Director of LG, spoke about her experience of building successful government and business relations based on LG/JEONG DO Code of Ethics, which is an integral part of LG’s CSR strategy.
Vadim Kovalev, Deputy Executive Director of the Russian Managers Association, focused on ethical aspects of business sustainability, namely the importance of ethical conduct in the social media, when it comes to top officials and management, as well as the necessity to have a complex approach to corporate content in the social media. Maria Derunova, Head of Press at Promsvyazbank, addressed the topic of ethic handling of a communications and a reputation crises.
Alexander Lukashin, Head of International Relations at Aeroflot, shared some of the most memorable examples of unethical behavior in the social media by staff of some major Russian and international companies, with the employees’’ conduct having wide-reaching negative consequences for the reputation of those companies.
Aleksander Vikhrov, Chief Executive Director of External Communications of Financial Corporate Uralsib, made a strong contribution to all the topics discussed during the event.
The topic of ethical aspects of communications in the social media was touched upon by many of the participants. It was thus decided to create a working group to develop an Social Media Employee Code of Conduct, which all the participants to the roundtable agreed to join. The group, which will be headed by Elena Fadeeva, is to announce the date of its first meeting in the near future.