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CHAPTER 27
Ethics and the corporate communicator
Albert S. Atkinson
What is understood by the word ethics Critically, what contribution does a corporate
communicator make to the ethical debate within today’s company boardrooms Here,
the author charts the historical role of corporate communicators in ‘creating a soul’ for
the company; and the specific role played by corporate communication officials in the
financial reporting of companies. The events of Enron and other high profile scandals
have raised the spectre of corporate greed and the lack of corporate governance as
primary reasons for the collapse of organizations, with much of the criticism directed at
accounting firms and their procedures for monitoring business. Whilst the accounting
world is now actively addressing financial issues derived from these scandals, there are
nevertheless clear lessons to be learned by corporate communication professionals, both
in-house and outsourced.
A consideration of ethics based upon the
definitions below requires some consideration
of conduct and morality. (‘Ethics’ – 1. the
study of standards of conduct and moral
judgement; moral philosophy. 2. a treatise on
this study; book about morals. 3. the system or
code of morals of a particular philosopher, religion,
group profession, etc.) It is a concept that
is difficult to discuss and while there is
immediate understanding of when it is lacking,
its presence is often viewed as naive or
weak. While much of the trust upon which
transactional business is based relies upon its
existence it does not occupy a significant place
in the business school’s focus. It would appear
that perhaps more attention should be paid to
incorporating ethics into our everyday business
activity.
The fall of the dot.com industries and such
giants as Enron, WorldCom, Global Crossings,
Quest Communications International, Inc.,
Tyco and so many other firms, during the
years 2000 and 2001, has brought forth a
plethora of disclosures of corporate wrongdoing.
Much of this is attributed to the failure
of accounting firms and corporate boards to
exercise appropriate governance. During this
time much discussion has centred on the
© 2004 Sandra Oliver for editorial matter and selection;
individual chapters, the contributors