Creating An Ongoing Ethics Communication Program Demonstrating the Ethics Communication Coach (ECC)

The Importance of an Ongoing Communication Program1

U.S. Federal Sentencing Guidelines (2004)

“promote an organizational culture that encourages ethical conduct and a commitment to compliance with the law.”  U.S. Sentencing Guidelines, §8B2.1(a),(a1),(a2)

“communicate periodically and in a practical manner [aspects of an organization’s] … compliance and ethics program” U.S. Sentencing Guidelines, §8B2.1(b)(4)(A)

“establish [a] communication…[program that] is ongoing, requiring “periodic updates”  Commentary, 2004 Federal Sentencing Guidelines

“publicize a system…whereby…employees and agents may report or seek guidance regarding potential or actual criminal conduct without fear of retaliation” U.S. Sentencing Guidelines, §8B2.1(b),(5),(c)

Ongoing Communication Increases Effectiveness

• Once a year Code of Conduct training is not enough• Ongoing communication greatly increases effectiveness of

yearly Code of Conduct training• Lessons learned from advertisers and marketers

• A second exposure to an ad increases familiarity and believability by 14%-28%

• A third exposure to an ad doubles the effect of one exposure

• Consumers have to be exposed to an ad on average between 9 and 21 times before they are ready to buy

Multiple Learning Styles

Integrated Product Marketing

• Public Relations

• Print Advertising

• Television Advertising

• Product Placement

• Dealer Meetings and Promotions

• Billboards

• Trade Shows

• Face-to-Face Sales

• Web and Email Strategies

• Articles – Company Newsletters/Magazines

• Ads in Company Publications

• Company TV Network

• Integrate Ethics Message into Orientation

• Manager’s Training

• Facility Bulletin Boards

• Kiosk or Table at Company Events

• Instructor-Led Trainings

• Web and Email Strategies

Integrated Ethics Marketing

• Public Relations

• Print Advertising

• Television Advertising

• Product Placement

• Dealer Meetings and Promotions

• Billboards

• Trade Shows

• Face-to-Face Sales

• Web and Email Strategies

Integrated Product Marketing

Leveraging the ECC2

Ethics Communication Coach

2

• Library of over 2,000 tools organized by 50 different Code of Conduct topics

• Customizable• Licensed for use throughout your company• Helps you create an ongoing

communication and training program easily and cost effectively

Ethics Video eCourses

• Topics include:

- Conflicts of Interest

- Privacy & Confidential information

- Discrimination & harassment

- Insider trading

- Accurate books & records

- Global anti-bribery

- Global fair competition laws

- Intellectual property

- Fraud

- Gifts

Current ECC Clients

• Advanced Resources Technologies• Advantage Sales & Marketing• Aetna• Alaska Communications• AOL• Boehringer – Ingelheim Bridgestone• Caterpillar• Convatec• Covidien• Denso International America• Dow Chemical • Entergy • H.J. Heinz

• Hanesbrand• Heidrick & Struggles• Hewlett Packard• Honeywell International• Insight • MetLife• Olin Corporation• Pitney Bowes• Prudential• Spirit Aerosystem• Terex Corporation• Texas State University – San Marcos• UIL Holdings• Xerox • Yazaki North America

Resources for Your Global Ethics Communication Program3

ECC Global Packs

• 3 topics: fraud, fair competition, anti-bribery

• 8 languages: Simplified Chinese, Japanese, French, German, Italian, Russian, Latin American Spanish, Brazilian Portuguese

• 3 tools: article, poster, brochure

• Additional translations available at low cost

Chinese

Spanish

English