1. 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

2. 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

3. 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

4. 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

5. 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)

6. 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

7. Communications Overview
The Restructured Code
Prepare, Engage, Activate

8. 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

9. 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
is place to go to download materials
WG/IESBA staff/Comms collaborate on language

10. 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:
LinkedIn; Facebook; IFAC Intranet/Staff
Committees: PAIBC, SMPC, PAODC
Member Organizations, including in-house publications

11. 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:

12. 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

13. 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!

14. 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

15. 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

16. Questions and Reactions