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closeLoss of trust in institutions and business as well as their leaders is a fact of the new reality. That’s why, in an attempt to meet the challenge of the ethical revolution, companies are anxious to review their management and communication strategies towards improved attitudes and behaviours.
In the moments like the current crisis, demand for ethical responsibility of organizations and their leaders grows, since it is considered to be the way of recovering trust that had been lost. Demand for greater responsibility comes from a failure to meet ethical expectations, which may threaten the very survival of a business.
Certainly, this task implies work towards restoring the burnt bridges of trust and strengthening the ties that have loosened or were destroyed as a consequence of short-sighted and irresponsible behaviour. Antonio López, Honourable Chairman and one of the founding members of the Dircom Association of Communications Directors, and a member of the Board of Corporate Excellence – Centre for Reputation Leadership believes that this task is the responsibility of the Communications Director. This propels the role of Communications Director to the top of the organizational hierarchy, since this person is in charge of building the bridges of dialogue and relations between the company, the media and other stakeholders, or, in other words, between the company and the society in general.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and among other sources, contains references to the statements by Antonio López, Honourable Chairman and one of the founding members of the Dircom Association of Communications Directors, and a member of the Board of Corporate Excellence – Centre for Reputation Leadership, made during the workshop titled A Critical View of Business Communication, held by Dircom Castilla y León in Valladolid on January 17, 2013.
