Communication strategies in the age of accountability

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.

Citation

Pharoah, A. (2006), "Communication strategies in the age of accountability", Handbook of Business Strategy, Vol. 7 No. 1, pp. 353-358. https://doi.org/10.1108/10775730610619061