News

BRW Letter to the Editor: time to rebuild trust
March 2010

Following an article written in Australia's premier business publication, BRW, Sefiani responded to the assertion that now is the time for Australian business leaders to re-engage in public debate following the downturn.  The letter to the editor, written by Managing Director Robyn Sefiani, appeared in BRW's March 11-17 edition, encouraging CEOs to communicate and once again develop trust with their stakeholders.

'Greater Expectations'

Plaudits to Leo D’Angelo Fisher for another insightful analysis (‘Speak to Us’, 15 February 2010), on the need for Australian business leaders to step up their engagement in public debate and dialogue on issues outside their immediate business.
   
D’Angelo Fisher’s observations were timely. Only days previously the incoming President of the Business Council of Australia, Graham Bradley, told a lunch audience in Sydney that Australian CEOs had a job to do communicating the broader social and community benefits of a healthy corporate sector. In other words, to strike a broader dialogue with Australians beyond traditional concerns on, say, industrial relations, productivity and Government regulation.

Both D’Angelo Fisher and Bradley put their finger on a subtle shift in community expectations of business leaders, and their perceived standing, as we emerge from the global downturn. Australia has fared well compared to other countries, but public trust in corporations and key institutions has nevertheless eroded.

Global studies repeatedly show the link between public trust in a corporate brand and the visibility and frequency of communications from its CEO.

During the past 18 months or so Australian companies understandably bunkered down. In a Federal election year, we have been reminded of the value of clear and emphatic communication from political leaders. Now, as companies emerge from the downturn, it is time for CEOs to articulate clearly their plans for growth and revitalisation. In doing so, they should be mindful the ground has shifted, and the public may be demanding more from them. Core business remains paramount, but a broadening of the message might be appreciated.


Robyn Sefiani
Managing Director
Sefiani Communications Group