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“It
takes 20 years to build a reputation and five minutes to ruin it. If you think
about that, you’ll do things differently.” ~ Warren Buffet
Ethics
and reputation are inextricably linked. Many an organisation has experienced
how a lack of integrity resulted in a ruined reputation with a disastrous
impact on its bottom line. Do businesses, government leaders, and communication
professionals understand this link?
The
African Public Relations Association (APRA) will be hosting the 32nd annual APRA Conference in Dar es
Salam, Tanzania from 11 to 15 May 2020. The focus of the
conference will be on Africa’s march to economic integration and the role that
public relations plays in helping to create trust and ultimately to build the
narrative for “One Africa”!
For the
third consecutive year, APRA is conducting research amongst business leaders
and communication experts across the continent to find out what they think of
ethics and reputation management in Africa. Reputation specialists, Reputation
Matters, are once again conducting the research on behalf of APRA. We invite
all business owners and communication practitioners to participate and to share
their views on this very important topic.
“Annually,
this study delivers fascinating insights into the state of the public relations
and communication industry, as well as providing a view on ethical business as
a whole,” says Yomi Badejo-Okusanya, president of APRA.
The
research investigates how ethics and reputation are managed across three
levels: individual, organisational and national, across the African continent.
Badejo-Okusanya
lists some of the interesting findings from last year’s study: “On an
individual level, the 2019 research found that ethics is the driving force
behind people’s decision-making. When it comes to the business world though,
there appears to be a disconnect between how the different levels within an
organisation perceive ethics and reputation management, with CEOs and other
top-level management scoring their organisations’ ethical practices 12% higher
than junior and middle management do. From questions around national
government, it is apparent that there is a major opportunity for African
leaders to incorporate ethics into all decision making.”
“Botswana
was perceived to be the most ethical country in Africa in the 2018 and 2019
studies,” shares Chanell Kemp, reputation specialist at Reputation Matters.
“This year, we would love to garner even greater response rates from a larger
number of African countries. To that end, we are introducing a Portuguese
survey in addition to the English and French online questionnaires. We invite
everyone to participate in the survey and we look forward to seeing the
results. Ultimately our aim is to build greater awareness of the importance of
ethics and reputation management on the African continent.”
If you
would like to share your views, please select one of the following links
according to your language preference. The survey is completely anonymous,
unless you choose to provide your information. Please complete the survey by
Monday, 23 March 2020 at 17:00:
Thank you
for your valuable inputs!
APRA assists in setting
standards, creating and enabling a professional environment for accurate
perception, goodwill and understanding of necessary and effective PR practices.
For more information
about APRA visit https://www.afpra.org/ or send a mail to info@afpra.org.
For more information about
reputation research, contact Reputation Matters research@reputationmatters.co.za,
or visit www.reputationmatters.co.za.
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