FPRA - Florida Public Relations Association Blog

The first general session of the 2007 FPRA Annual Conference featured Kirk Stewart, Executive VP & Corporate Communications Leader for APCO Worldwide. Kirk talked about the responsibilities that corporations have to the public and to their stakeholders.

Kirk kicked of his talk with some research around trust, specifically the declining levels of trust of organizations. Currently NGOs are the most trusted organizations globally. There are also increasing expectations that consumers have of companies. One of the top expectations deals with the environment. Another issue is the growing gap between the CSR expectations and performance.

Consumers are increasingly punishing corporations that are seen as socially irresponsible. Combine this with an evolving media landscape. News is happening 24/7/365. Employees and stakeholders are networked. Finally, there is no more local. Everything is news everywhere.

Kirk highlighted 14 points for corporate responsibility:

1. Know Who You Are: This can go back to your mission statement. Sometimes this evolves.

2. Live Your Values: Make sure your operations are in line with your mission. This is also based upon history, i.e. what drives its behavior.

3. Take Responsibility: This can be a difficult thing for companies that haven't dealt with this in the past. Admit your shortcomings, be humble and don't be defensive. Breakdown in any of these areas will cause organizations problems.

4. Substance First: Have something to talk about first and make sure it's worthwhile. Often in crisis situations it's the CEO's role to lead.

5. Be Accountable: This works internally and externally. The external accountability is what many organizations have a problem with.

6. Rally Your Core: In times of crisis your most important stakeholder is your employees. Arm your employees with information. Let them serve as ambassadors for your organization.

7. Engage in Collaboration: Organizations need to be involved, with: community, stakeholders, etc. It involves building relationships. Put a human face on the company.

8. Be Transparent: Kirk feels this is the single most important thing that organizations can do. Increased transparency equals increased credibility. There is no alternative.

9. Define, Don't Defend: Define yourself or others will do it for you. You could say stay on the offensive and not on the defensive.

10. Stay Close to Your Consumers: Keep the brand fresh, keep the brand relevant. Often your most important stakeholder is the people that buy your products.

11. Be Consistent: Words=Actions. Focus on a core theme over time. Kirk referenced the recent scandal involved Whole Food's CEO, John Mackey.

12. Speak With One Voice: Integration is a must. Coordinate among all functions and channels, but most of all tell compelling stories.

13. Monitor and Anticipate: Develop an early warning system. Use tracking research and prepare for the unexpected. Ultimately though you must manage crisis effectively. How an organization responds in crisis really speaks about who they are.

14. Take Nothing for Granted: Never become complacent. Don't underestimate competitive response.