Ethics in the integrated communication strategies of corporations in Greece

Abstract

Ethics in global corporate policies have been discussed and analyzed in the current study within the framework of different theoretical concepts that attempt to align organizational with communication goals and strategies. The theoretical models provided by Integrated Marketing Communication (IMC), Sustainability and CSR strategies and reports and the EU Directive for non- financial reporting are examined in order to provide evidence for the application of an ethical corporate culture through all different levels of organizational structure. The current study has focused on integrated communication strategies of multinational companies in order to support the hypothesis that these undertakings provide an ethical role model for smaller organizations that are thus encouraged to set the same ethical standards in their communication strategies.

The conclusions drawn from the content analysis of semi-structured interviews with high-ranked officers of multinational and local companies in Greece and from the analysis of SR reports, have supported the above hypothesis and answered the threeresearch questions addressed through this research. Executive officers were regarded as the experts providing trustworthy information for the application of ethics such as transparency, consistency, integrity and cooperation with stakeholders and different organizations. Alignment between organizational and communication goals was interpreted as proof for the existence of an ethical corporate culture affecting managers, PR practitioners and employees who are therefore seen as ambassadors of values, commitment and transparency. Multinationals were further screened through their reports that indicated the level of consistency with their corporate profile. Finally, the study raised concerns as to the need for local companies to apply the same ethical standards through their Integrated Communication Strategies.