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Handbook of Corporate Communication and Public ... - Blogs Unpad

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structure for communication are present in<br />

the organizations.’ Ten years earlier, Allison<br />

had suggested ‘the establishment <strong>of</strong> a tenured,<br />

independently funded safety board<br />

which would possess veto power over operational<br />

decisions which placed the lives <strong>of</strong><br />

employees or the general public at risk’.<br />

Allison’s views were based on all <strong>of</strong> the disasters<br />

which he studied where serious communication<br />

breakdown occurred during the<br />

crisis which had been openly acknowledged<br />

by ‘totally separate judges <strong>and</strong> investigative<br />

committees’.<br />

The Institute <strong>of</strong> Chartered Accountants in<br />

Engl<strong>and</strong> <strong>and</strong> Wales (ICAEW) established the<br />

Turnbull Working Party to provide assistance<br />

to companies in implementing internal control<br />

requirements including crisis management<br />

strategies; a report was drafted in April 1999,<br />

published on 28 September 1999 <strong>and</strong> became<br />

a statutory requirement in December<br />

2000. It represents the final element in a<br />

combined code on corporate governance <strong>and</strong><br />

full compliance with the code became a<br />

requirement for listed companies from 23<br />

December 2000. The combined code incorporates<br />

the Turnbull Report, the Cadbury<br />

Report <strong>and</strong> the Hampel Report <strong>and</strong> suggests<br />

key performance indicators as follows:<br />

• Obtain management co-operation.<br />

• Prepare a plan.<br />

• Identify objectives.<br />

• Prioritize the risk to the achievement <strong>of</strong><br />

the above objectives.<br />

• Establish a risk management policy.<br />

• Consult through the organization.<br />

• Improve the culture <strong>of</strong> the organization,<br />

where <strong>and</strong> if appropriate.<br />

• Keep the whole plan simple <strong>and</strong> straightforward.<br />

• Monitor.<br />

• Incorporate the Turnbull plan in the<br />

organization’s management <strong>and</strong> corporate<br />

governance processes.<br />

The author <strong>of</strong> the Report, Nigel Turnbull,<br />

states ‘we have focused on producing practical<br />

guidance that will ensure that the board is<br />

aware <strong>of</strong> the significant risks faced by their<br />

company <strong>and</strong> procedures in place to manage<br />

them. Executive management is responsible<br />

for managing risks through maintaining an<br />

effective system <strong>of</strong> internal control <strong>and</strong> the<br />

board as a whole is responsible for reporting<br />

on it.’ <strong>Public</strong> Limited Companies are expected<br />

to have a solid internal control system in order<br />

to safeguard the investments <strong>of</strong> shareholders<br />

<strong>and</strong> the assets <strong>of</strong> the company.<br />

The effectiveness <strong>of</strong> internal controls has to<br />

be reviewed at least once a year <strong>and</strong> the risks<br />

<strong>and</strong> issues a business faces should be regularly<br />

evaluated. Risk management, operation <strong>and</strong><br />

compliance <strong>and</strong> financial controls should be<br />

part <strong>of</strong> a company’s review <strong>and</strong> the entire<br />

board <strong>of</strong> directors is responsible for risk<br />

management. An organization has to keep<br />

under review the requirement <strong>of</strong> an internal<br />

audit department <strong>and</strong> the contingency plan<br />

<strong>of</strong> the Turnbull Report was put together so<br />

companies can focus on internal controls <strong>and</strong><br />

specifically their crisis management programme.<br />

The report states that ‘social <strong>and</strong><br />

environmental factors should be included in<br />

risk assessments along with conventional/<br />

financial threats’. The report also recommends<br />

that listed companies radically review their<br />

risk management programmes. Thus Nick<br />

Bent <strong>of</strong> Burson-Marsteller, a large PR consultancy,<br />

stated ‘the Turnbull Report means that<br />

companies will have to take a broad, sophisticated<br />

approach to risk, explicitly including<br />

environmental matters <strong>and</strong> threats to reputation.<br />

Reputation is a key element <strong>of</strong> the intangible<br />

assets <strong>of</strong> a company <strong>and</strong> hence its value.’<br />

© 2004 S<strong>and</strong>ra Oliver for editorial matter <strong>and</strong> selection;<br />

individual chapters, the contributors

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