Ethical principles are essential as guidelines in running a 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 start from the alignment between external and internal business practices with ethical principles. “Without ethics, the company will be run opportunistically, and therefore the policies are inconsistent,” said Chairman and Chief Consultant of Kiroyan Partners (KP) Noke Kiroyan to PR INDONESIA in writing, Monday (22/11/2021).
Meanwhile, on the field, KP (Kiroyan Partners) found that there are still misperceptions that quite often occur, such as the unintegration of sustainability into the company’s strategy. As if sustainability is not embedded within the company’s core business model. Lack of adequate information on ethics and sustainability from the executive level to the bottom line. Also, the existence of misunderstanding that the concept of 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 stakeholder 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 commonly referred to as Veve. The trick is to carry out the proper communication to internal and external stakeholders according to ethical and sustainability principles. Moreover, the PR Division is the primary communicator of the company.
As a PR consultant, KP believes they have a moral responsibility to correct all these misperceptions. They are also committed to embracing more companies, especially KP’s clients, to pay serious attention to 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 to upholding ethical values.
In 2008, KP even signed the UN Global Impact and made its principles part of the company’s strategy, culture and business operations. KP also issued eight points as a code of conduct. During the 13 years of applying these principles, KP has reaped many positive results. For internal benefits, for example, the 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. In fact, if, during an investigation, an indication of a project that contains a risk of ethical violation is found, KP will not hesitate to discontinue the cooperation.
KP’s Director and Principal Consultant, Deasy Berlianti Rasjid, believes that if they can achieve and maintain these two things, the relationship between KP and their clients will last. “Business will also be sustainable,” she said while 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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