At no other time in history have business leaders been held so accountable. Under this scrutiny, business is forced to double down on what is important to it and to all of its stakeholders. The latest term for this is CEO activism – communicating with conscience under a new name.
Public relations professional as ethical guardian: The measures of business are no longer purely efficiency and profit where all’s fair in love and war – as long as your owners get their dividends. Today, all stakeholders count. And public relations professionals are best placed to act as their organisation’s ethical guardians.