Additional Information Text LOGO AREA Big E Brand: Communication ethics and your personal brand Todd T. Hattori, ABC IABC International Executive Board 17 July 2008 IABC Brazos Valley The Business of Truth: A Guide to Ethical Communication

2 Big E Brand: Communication ethics and your personal brand Ethical considerations should be a vital part of executive decision making, regarding how core values get translated into operating procedures and standards

3 Big E Brand: Communication ethics and your personal brand Why are ethics important to my personal brand? How do I incorporate ethics into my personal brand? How do I strengthen or reinforce ethics as part of my brand? How do I communicate my ethics brand? Our objectives … Establish a shared understanding of ethics and personal brand. Recognize and distinguish your personal ethics brand. Access and apply IABC ethics brand builders. Put your personal brand into action.

4 Big E Brand: Communication ethics and your personal brand Management has let it be known that unethical behavior will not be tolerated

5 Big E Brand: Communication ethics and your personal brand A true leader is one who makes an effort to see clearly and manages to act responsibly. Ramon Olle Chairman, Epson Europe and Managing Executive Officer of Seiko Epson Corporation

6 Big E Brand: Communication ethics and your personal brand In my job, I counsel management on ethical decisions

7 Big E Brand: Communication ethics and your personal brand Strengths Assessing your personal brand … Weaknesses Opportunities Threats Competencies Aspirations

8 Big E Brand: Communication ethics and your personal brand Strengths Assessing your personal brand … Weaknesses Opportunities Threats Target audience Organization Community

9 Big E Brand: Communication ethics and your personal brand Assessing codes of ethics … State the solution/ process State the obvious State the impossible Conflicts of interest should be avoided. People ought to behave themselves. Do more than doing good and avoiding evil.

10 Big E Brand: Communication ethics and your personal brand IABC code of ethics … In good taste Legal Ethical … ethical and sensitive to cultural values and beliefs … truthful, accurate, and fair communication … facilitates respect and mutual understanding

11 Big E Brand: Communication ethics and your personal brand Organizations are generally open about ethical and unethical conduct

12 Big E Brand: Communication ethics and your personal brand Organizations make clear what is ethically acceptable and what is not

13 1 Big E Brand: Communication ethics and your personal brand Guiding ethical decision making … Is this really a dilemma? Who are the interested parties? What values are involved? What are the benefits and burdens? How is this case analogous to others? Who may have experience to advise you? Does your decision comply with legal and organizational rules? Are you comfortable with this decision?

14 Big E Brand: Communication ethics and your personal brand Public relations practitioners should advise management on ethical matters

15 Big E Brand: Communication ethics and your personal brand Public relations practitioners should play the role of counselor to top management on ethical matters

16 Preparing for ethical decision making … 1 Big E Brand: Communication ethics and your personal brand What is and is not ethics? What price are you willing to pay? What are the facts? What reasons will influence doing your best? What systems and processes are in place? How do you demonstrate commitment? How do you teach others to recognize and resolve issues? What rewards and consequences support good decision making? How does management provide leadership?

17 Big E Brand: Communication ethics and your personal brand A true leader is one who makes an effort to see clearly and manages to act responsibly. Ramon Olle Chairman, Epson Europe and Managing Executive Officer of Seiko Epson Corporation

18 Big E Brand: Communication ethics and your personal brand Never let your sense of morals get in the way of doing whats right. Isaac Asimov Science fiction writer Todd T. Hattori, ABC IABC International Executive Board 3745 SW Thistle Street Seattle, WA