Ethical principles are essential as guidelines in running the company. Without ethics as a guide, the company will be run opportunistically, and its policies will be inconsistent. Is there a role for PR in it?
Sustainable business is the desire of all companies. However, in realizing a sustainable business, it must align with external and internal business practices based on ethical principles. “Without ethics, the company will be run opportunistically so that the policies are inconsistent,” said Chairman and Chief Consultant of Kiroyan Partners (KP) Noke Kiroyan to PR INDONESIA in writing, Monday (22/11/2021).
While the facts are on the ground, KP found that there are still misperceptions that often occur, such as not integrating sustainability into the company’s strategy. Sustainability is not embedded in the company’s core business model—lack of adequate information on ethics and sustainability from the executive level to the bottom line. Also, there is still a misunderstanding that ethics and sustainability only apply to multinational companies or public companies.
Another misperception that is often considered not part of business sustainability is the company’s treatment that is less equal to employees. Whereas the way the company treats employees as the most important internal stakeholders will significantly affect the performance, even the company’s reputation. Thus, sustainability is not only about the company’s concern for the environment.
So, where is the role and contribution of public relations (PR)? CEO and Principal Consultant of Kiroyan Partners, Verlyana Hitipeuw, said that every PR division within the company has a vital role in helping the company shape the future of its business. “Starting from the PR Division itself,” said the woman who is familiarly called Veve. The trick is to carry out correct communication to internal and external stakeholders according to ethical and sustainability principles. Moreover, the PR Division is the primary communication holder of the company.
As a PR consultant, KP feels they have a moral responsibility to correct all these misperceptions. They are also committed to embracing more and more companies, especially KP’s clients, to pay serious attention to the importance of ethics and sustainability for responsible business practices. According to Veve, the most effective way to encourage more companies to instill ethical and sustainability principles is to set a real example. Since operating, KP has always been committed to upholding the principles of ethics, sustainability, GCG, and ethical values.
In 2008, KP even signed the UN Global Compact and made its principles part of their strategy, culture and business operations. KP also issued eight points as a code of conduct. During the 15 years of applying these principles, KP has reaped many positive results. For internal benefits, for example, employees have clear guidelines. This factor provides peace of mind at work. Meanwhile, from a business perspective, the client believes that KP will not abuse their trust. If an indication of a project that contains a risk of ethical violation is found during the investigation, KP does not hesitate not to continue the cooperation.
Director and Principal Consultant of KP Deasy Berlianti Rasjid believes that if they can achieve and maintain these two things, the relationship between KP and its clients will last forever. “Business will also be sustainable,” she said, hoping that ethical and sustainable business could become the general norm in everyday business life.* rtn/rvh
This article has been published in PR Indonesia magazine 80th Edition, issued on November 2021, page 40.
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