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PRCAI Summit: Transparent communication system aids in reducing risks involving reputation

01-December-2007
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PRCAI Summit: Transparent communication system aids in reducing risks involving reputation

During the final session of the annual summit of the Public Relations Consultants Association of India (PRCAI), speakers put forth their views on ‘Role of communication in Good Governance’. The issue of communicating the message of a company out in an effective manner was dealt with.

The session addressed how communications helped initiatives on issue related to environment and other social issues like child labour in India. “It is essential that troubled clients facing civil societies get their messages out in a proper manner. A transparent communication system aids in significantly reducing risks related to reputation. Good governance through communication could include advising corporates on global reporting, data gathering and internal assessment for report making, learning strategic planning and implementation tools,” explained Robin Sandenburgh, Principal Environmentalist and Social Specialist, International Finance Corporation (World Bank).

“There should not be gap while communicating with companies. Questions like what processes should be put to use to verify if a company was telling the truth, and how to know who was allowed to say what, are very important. There has to be clarity from the company that you are working for in all these issues,” said Pia MacRae, Director for Communications and External affairs, British Petroleum.

MacRae said that in British Petroleum, corporate social responsibility meant legal compliance, whether the company was operational in safe working environment, if there were facilities for auto emission, and whether women employees were well taken care of.

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