River 2

Brands behaving badly: what has COVID19 revealed as the realities of organisational values and business ethics?

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  • 08/07/2020
  • 11:00 am - 12:00 pm
  • Zoom, Webinar
  • CPD: 2.00
  • $0.00+GST (member), $20.00+GST (non member), $0.00+GST (student-member)
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In the mists of early March, as the pandemic was declared I spoke with business leaders about reputation, advising that in a world about to be turned upside down, they would be remembered for how they behaved. That all their actions in uncertain and frightening times should be driven by a simple question — is this the right thing to do?

In the months since then, the world has indeed turned upside down with businesses and organisations coping in many different ways, sometimes in accordance with their stated values, sometimes not.

This webinar takes a look at some of the good - and bad - behaviours we’ve witnessed during 2020, some of ethical issues that have arisen and the lessons we can learn for the future.


Catherine Arrow, LPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Life member, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.

Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.