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Big E Brand: Communication ethics and your personal brand

Todd T. Hattori, ABCIABC International Executive Board17 July 2008IABC Brazos Valley

The Business of Truth: A Guide to Ethical Communication

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Big E Brand: Communication ethics and your personal brand

Ethical considerations should be a vital part of executive decision making, regarding how core values get translated into operating procedures and standards.

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Big E Brand: Communication ethics and your personal brand

• Why are ethics important to my personal brand?

• How do I incorporate ethics into my personal brand?

• How do I strengthen or reinforce ethics as part of my brand?

• How do I communicate my ethics brand?

Our objectives …• Establish a shared understanding of

ethics and personal brand.

• Recognize and distinguish your personal ethics brand.

• Access and apply IABC ethics brand builders.

• Put your personal brand into action.

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Management has let it be known that unethical behavior will not be tolerated.3.76

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A true leader is one who makes an effort to see clearly and manages to act responsibly.

― Ramon OlleChairman, Epson Europe and Managing Executive Officer

of Seiko Epson Corporation

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In my job, I counsel management on ethical decisions.

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Big E Brand: Communication ethics and your personal brand

Strengths

Assessing your personal brand …

Weaknesses

Opportunities

Threats

CompetenciesAspirations

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Big E Brand: Communication ethics and your personal brand

Strengths

Assessing your personal brand …

Weaknesses

Opportunities

Threats

Target audienceOrganizationCommunity

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Assessing codes of ethics …

State the solution/ process

State the obvious

State the impossible Conflicts of interest should be avoided.

People ought to behave themselves.

Do more than doing good and avoiding evil.

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Big E Brand: Communication ethics and your personal brand

IABC code of ethics …

In good taste

Legal

Ethical

… ethical and sensitive to cultural values and beliefs… truthful, accurate, and fair communication … facilitates respect and mutual understanding

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Organizations are generally open about ethical and unethical conduct.

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Organizations make clear what is ethically acceptable and what is not.3.78

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Guiding ethical decision making …

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Is this really a dilemma?Who are the interested parties?What values are involved?What are the benefits and burdens?How is this case analogous to others?Who may have experience to advise you?Does your decision comply with legal and organizational rules? Are you comfortable with this decision?

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Public relations practitioners should advise management on ethical matters.

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Public relations practitioners should play the role of counselor to top management on ethical matters.

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Preparing for ethical decision making …

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What is and is not ethics?What price are you willing to pay?What are the facts?What reasons will influence doing your best?What systems and processes are in place?How do you demonstrate commitment?How do you teach others to recognize and resolve issues? What rewards and consequences support good decision making?How does management provide leadership?

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Big E Brand: Communication ethics and your personal brand

A true leader is one who makes an effort to see clearly and manages to act responsibly.

― Ramon OlleChairman, Epson Europe and Managing Executive Officer of

Seiko Epson Corporation

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Big E Brand: Communication ethics and your personal brand

Never let your sense of morals get in the way of doing what’s right.

― Isaac AsimovScience fiction writer

Todd T. Hattori, ABCIABC International Executive Board3745 SW Thistle Street ▪ Seattle, WA 98126206.853.2571 ▪ thattori@comcast.net