A manifesto for communication professionals

Three core principles to guide the practice of our trade

Changing values, urgent societal issues and increased access to information call for a new vision on the way business is done. Companies no longer get to pick and choose which stakeholders matter most.

Today, they are expected to develop sustainable relationships within the total sphere of their impact.

We are a group of international communication professionals that aim to be a force for good. We believe there is an opportunity for real, lasting change; and we would like to contribute by offering a manifest by which our profession can help facilitate change for the better.

Many organisations are heeding the call for new stewardship by embracing purpose - transforming their business to serve society’s needs - as a moral compass in changing times. This ‘society-first’ approach of doing business inspires the loyalty of a new generation of customers and employees, allowing these companies to do well by doing good. 

However, in order for these purpose-driven organisations to lead the way towards a new interpretation of economic value, we, as communication professionals, must nurture the underlying foundation of trust on which these industries can hope to better serve their communities.

This foundation of trust needs to be safeguarded, because there are those who would feign purpose and abuse it as a marketing tool to bolster their bottom line. This practice causes the global movement of positive change to become ever so fragile. We must not let higher goals, like Agenda 2030, the UN Sustainable Development Goals, become the domain of advertising and greenwashing. Purpose without action does not build trust. The same goes for communications without ethics.

In order to facilitate real change, we have to change ourselves and our profession. Wherever we work in the ever expanding and evolving field of communications; we must follow a moral compass by which we could become brokers of trust.

By rejecting the role of messenger for whoever pays the bills, we could instead serve society at large while helping companies change their business practices; mediating between organisations and its publics based on a shared moral code.

1.      As communication professionals we consider ourselves to serve the global community as brokers of trust.
This means that we shall always be truthful and not knowingly facilitate others in being dishonest.

2.      We only work for organisations which recognise and act on their social responsibility.
This means that we will not work for organisations that consider profit as their highest goal.

3.      We shall engage audiences if we are also serving the interests of society, including the care for our planet.
This means that we are personally accountable for the impact of our work.

By signing this manifest, you will join an international community of communication professionals who understand that our accountability is to society at large. In signing, you volunteer to uphold the above-mentioned principles at all times.

To send you support please email: inge.thebutterflyeffect@gmail.com