Restructured Code – Rollout and Implementation Kim Gibson, Working Group Chair Tony Mirenda and Nathaniel Webb IFAC Communications IESBA Meeting, New York March 12-14, 2018

Objective Obtain Board views about possible rollout initiatives aimed at promoting awareness and implementation of restructured Code Discuss standard release package Receive a presentation from IFAC Communications Staff

Nature of Changes to Code Changes to Code = significant April 2018 – Code available to public Fall 2018 – New handbook available June 2019 – Code effective (eCode?) Promoting awareness of improvements to Code critical to its successful implementation and adoption

Standard Release Package Coming in April 2018 Press release Glossy summary publication Final Pronouncement Basis for Conclusions documents At a Glance publications Video Clips Presentation slides www.ethicsboard.org/restructured-code

Additional Materials To be made available routinely up until June 2019 Webinars  Webcasts  YouTube Videos FAQs Q&As Articles In-person presentations Conferences Social Media Interactions Topic-specific and provide more “in-depth” information Targeted audience (stakeholders, jurisdiction, interest)

Support from IFAC Communications Staff Effective communication and global stakeholder engagement needed IFAC Communications Staff to collaborate with WG Determining an approach to communicate key messages in a consistent manner Identifying target audience Organizing and leveraging resources Describing changes to the Code in “easy to digest” manner

Communications Overview The Restructured Code Prepare, Engage, Activate

The Code is a technical document for PAs It isn’t new A Realistic Plan Critical moment-in-time to leverage Restructured Code to lead a discussion about “Ethics in the Global Economy” The Code is a technical document for PAs It isn’t new Engaging stakeholders requires terrific story-telling for key audiences: The profession: What’s new (more technical advice) General public: Why it matters

Prepare, Engage, Activate: A Year Long Plan Key dates: Early April 2018; Effective Date June 2019 Initial focus - leverage messaging that: Restructured Code has been released Resources are available www.ethicsboard.org/restructured-code is place to go to download materials WG/IESBA staff/Comms collaborate on language

Key Objective: Make Users/Preparers Aware Existing IFAC Infrastructure Key Objective: Make Users/Preparers Aware Smart, efficient use of existing IFAC infrastructure: Senior IFAC Executive Visibility Program: Update global speeches, remarks with key Ethics messaging Talking points for meetings with regulators, others Social media channels, including: Twitter @IFAC_update; LinkedIn; Facebook; IFAC Intranet/Staff Committees: PAIBC, SMPC, PAODC Member Organizations, including in-house publications

Key Objective: Make Users/Preparers Aware Existing IESBA + CAG Infrastructure Key Objective: Make Users/Preparers Aware Smart, efficient use IESBA infrastructure: IESBA Executive Visibility + Outreach Program: IESBA Members:14 countries, 9 different languages Key media spokespeople: Chair; WG Chair; CAG Chair; TD, DD IESBA/CAG Members deployed as-needed in local language/markets Prepared remarks, speeches Messaging for social media Social media: Twitter @Ethics_Board

Key Objective: Make Users/Preparers Aware Other Pathways to Success Key Objective: Make Users/Preparers Aware Smart, efficient social media presence Consider small ‘paid’ campaign to drive awareness: Social media Digital advertising with key global trade publication(s) Earned media/traditional press: Strong message development critical Restructured Code woven into any media discussion/interview

Insight from Edelman Trust Barometer 2017 “For the first time, ‘a person like yourself’ is as credible a source for information about a company as a technical or academic expert” Great news for IESBA Members and TAs – and a reason we need your help to spread the word!

Reaching Key Audiences Internet and social media networking sites are the primary sources of news for people aged 18-29 Edelman Trust Barometer lesson: you are trusted as both peer AND a technical expert LinkedIn key business communications tool IESBA Members = more than 4k potential influencers! Number will increase with TA + CAG Members

Reaching New Audiences Global surveys continually show young people are deeply focused on ethics Accounting students Business/NGOs with strong youth-oriented programs Partner with survey organizations IESBA positioned as voice of authority on ethics Seek opportunities to speak about ethics in new environments

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