Elena FadeevaGeneral Director, FleishmanHillard VanguardPresident, Orta Communications GroupVice-President, Russian PR AssociationHonorary Chairwoman, Russian Communications Consultancies Association

September 2015, Johannesburg

HOW TO BUILD

TRUST ANDLEADERSHIP IN COMMUNICATIONS

www.fhv.ru

RUSSIA-CIS CONSULTANCY OF THE YEAR 2015

True Leadership in Communications is

Based on Trust

INTERNALLY IN AN ORGANIZATION • working with internal

stakeholders as with external, because there is no line any more

• CCO as CFO access and reporting line

• building expertise and reputation internally to position communications as a driver of organizational changes

• developing more than ever management skills with growing internal and external teams

EXTERNALLY - COMMUNICATIONS AS A MEDIA CHANNEL REALLY • from releases to-ready-to use broadcast and multimedia content• being ahead of the news to be able to shape the dialog and influence

the discussion• not just news, but also engaging content • at a speed of light• immediate feedback

FROM NEWSRELEASES TO NEWSMEDIA • creating deeper

content: studies, reports, all for longreads

• wider usage of 3d parties for news and opinions (experts of various types)

• becoming the voice and the image of the organization .. and sometimes the star

• becoming the media

TRUST AND LEADERSHIP MEAN TAKING ON RESPONSIBILITIES • the “new communications”

is shaping the landscape • following the golden

standards of media ethics and conduct

• developing and educating the teams

TRUST AND LEADERSHIP MEAN TAKING ON DEVELOPING AND EDUCATING THE INDUSTRY • since it is not (yet) regulated,

new standards of conduct need to be developed

• ethics instead of laws

• ethics set the platforms and the ground rules for behavior that builds trust and makes leadership sustainable

UNIFIED CODE OF ETHICS• a FleishmanHillard Vanguard

initiative supported industry-wide

• sets the standards of ethical conduct in all areas of communications and outlines their implementation

• is a living body, evolving and developing in response to new technologies and practices in the industry and forming an ongoing journey towards the meaningful change

INDUSTRY-WIDE STANDARD• the Code incorporates local

laws, best international practices in ethical standards and position of the whole industry

• eight associations participated in developing the Code and accepted it as own standard

• switching theoretical conversations about ethics into universal acceptance of the need to change and a dialog about practical side of implementing principles of ethical conduct

ETHICAL CONDUCT IN THE SOCIAL MEDIA

CODE OF ETHICS’ STRUCTURE: STANDARDS AND PRINCIPLES

OVERALL STANDARDS OF ETHICAL BUSINESS CONDUCT

ETHICS IN DIGITAL COMMUNICATIONS

ETHICAL CONDUCT IN GOVERNMENT RELATIONS AND PUBLIC AFFAIRS

ETHICAL INTERACTION BETWEEN PARTICIPANTS OF THE COMMUNICATION PROCESS, FROM COMPETITORS TO AGENCIES AND CORPORATIONS

PRINCIPLES OF INTERACTION WITH EMPLOYEES AND ETHICS IN INTERNAL COMMUNICATIONS

ETHICS IN ENGAGING WITH THE MEDIA AND MEDIA RELATIONS

CODE OF ETHICSIN COMMUNICATIONS IN RUSSIA

SETTING THE STANDARDSa unified industry-wide code ofethics, prescribing the principles andthe standards of ethical conduct

EDUCATIONrecognising and promoting best practices across the industry, with the focus on future generations of communications professionals

IMPLEMENTATIONcreating Russian PR Association Committee on Ethics, now setting up conflict resolution system

CHANGING EDUCATION• on-going programs in 4

universities in Russia bringing experienced professionals and industry leaders to teach with a focus of best practices and ethical standards

• launching text book on Public Relations, teaching how to conduct successful communications campaigns while following the ethical standards – becoming official government standard on teaching PR disciplines

EVENTIADA AWARDS• a non-for-profit student and corporate

communications projects competition, which brings together students from all over Russia and CIS and corporate leaders from around the world, founded by Elefante, Russian Managers Association and Moscow State University

• double-competition and double-jury formula, where students select the best corporate projects, while senior communications executives consider student entries

• sharing with future communications professionals corporate best practices and giving to experts insights into new ideas of generation Y

• just in 2014, the contest attracted entries from 49 universities in 32 cities in Russia, engaging over 150,000 students and corporations

• this year it is followed by Leadership Dialogue conference, featuring global leaders and CEOs

“

”Aristotle

We are what we repeatedly do. Excellence, therefore, is not an act, but a habit.

Elena FadeevaGeneral Director, FleishmanHillard VanguardPresident, Orta Communications GroupVice-President, Russian PR AssociationHonorary Chairwoman, Russian Communications Consultancies Association

September 2015, Johannesburg

HOW TO BUILD

TRUST ANDLEADERSHIP IN COMMUNICATIONS

www.fhv.ru