Strategic Public Relations Leadership, 2nd Edition

7 Valuing values

DOI: 10.4324/9781003185253-9

Chapter overview

This chapter looks at values, described as the DNA of organisations. It looks at their increased significance in recent times, particularly as a point of connection with stakeholders and as a guide for decision-making. Values are defined, and their importance highlighted, followed by two practical sections on how values can be developed and made real. In conclusion, the implications for organisations are highlighted.

Introduction

The centrality of organisational values was highlighted in the model of the strategic role of public relations given in Chapter 5. Values are the organisation's ‘true north', its point of reference. Values should be the touchstone for all its decision-making ...