Playing by the rules

Communication professionals do not meet the expectations of top management to add value to the organization on a strategic level. Perhaps one of the most promising ways for communicators to be seen as strategic is by promoting communication's role in governing stakeholder relationships, which includes corporate governance, sustainability initiatives, strategy, reputation management, stakeholder engagement and communication management as its core principles. A process for doing just that is outlined in detail in the King Report on Governance for South Africa 2009, known as the King III report. Companies listed on the Johannesburg Stock Exchange (JSE) must apply the principles described in the King III report. Companies listed on the JSE must comply with the requirements of the JSE Social Responsibility Index, and therefore need to look at how they communicate their sustainable development position, policies and performance. This may take the form of focused and relevant annual reports; site-, country-or operations-specific reports; or Web sites that house detailed information.