360 Integrated PR doesn’t often involve itself in political disputes, but the debate over the tax affairs of Angela Rayner is fascinating from a reputational standpoint.
It highlights how important it is for all businesses and individuals to consider ethics and fairness when making decisions. Sometimes, compliance and ‘working within the law’ is just not enough.
As Chris Mason, the BBC’s political editor said, “right now, the focus is on the ethics adviser.”
There may be a host of legal arguments why stamp duty may or may not have been liable on the flat in Hove.
However, most UK citizens are very clear about which is their primary home and which, if they are fortunate enough to have one, is a second property. Ms Rayner’s flat may have been one or the other; that is not for me to say.
What seems clear to most people is that a property cannot simultaneously be a primary home for one purpose and a second home for another.
And this is where a politician (or any other form of leader) pays due attention to public opinion. Sometimes, whatever the legal niceties, leaders need to make personal sacrifices. They must be seen to share the same burdens of the population at large – whether that population is constituents, customers, followers or congregations.
It’s no surprise that a report by University College London revealed that people value politicians who act honestly. Indeed, only 6% of people surveyed believed that “Healthy democracy means getting things done, even if that sometimes requires politicians to break the rules. A message for populist politicians and disruptor brands perhaps.
Use the smell test for reputation management
So which of the fault lines in corporate life are reflected in the sorry tale of Angela Rayner and her decision making?
Two areas which demonstrate a huge gap between what brands say and what they do are sustainability and inclusion. In both cases, warm words, marketing puff and value statements tend to be ahead of reality for many firms. None of us are without sin. Aspirations to be better corporate citizens and partners in society are welcome, but people want evidence.
Compliance can be a mask, a smokescreen. Experienced journalists use the smell test to check out a story – does it smell right?
As a PR consultant, my experience is that the firms who build trust go beyond their legal positions and ask the harder questions. Is this fair? Is this just? Is this right?
Photo by Elly Johnson on Unsplash