A little fable for conscious communication-Ricardo Voltolini

26 de December de 2012, por em Articles

To explain what I think is conscious communication, or an idea next that, it occurred to me to make use of a small contemporary fable of unhappy ending. Those who have some bad characters and other naive, intricate plots, lies, deceit, misleading and wrong, moral lessons and teachings of elementary ethics.

By December 2008, Bern was, to 70 years, a man with life, recognized by peers and by society. North American Rico of Jewish family, renowned Wall Street figure, built a reputation for serial philanthropist, and was benchmark for wealthiest charitable organizations around the world. For no other reason, his investment company, created in 1960, became a sort of safe haven for bankers, reserves of benefactors and investors with a good heart, that he, Bern, jealously, made to multiply leveraging their extensive knowledge of the capital market.

In December 2008, however, the House of Bern fell. Taken by an outbreak of efficiency, the FBI discovered that he was, in fact, a man not too honest. A "Ponzi scheme"-read the old pyramid, which has produced dozens of millionaires and millions of Muggles–, the before image citizen Bern virtuoso cleared, applied a 50 billion dollar scam. From one night to another, caught probably of silk pajamas, slept philanthropist of the old Nasdaq and woke up the biggest fraud of all time.

Bern is Bernard Lawrence Madoff. And his scandalous story has already been told numerous times both on CBN and Xiririca Gazette. But what does she have to do with conscious communication? Anything and everything. Nothing if Madoff has arrived where he arrived without anybody's help, in solitary adventure, guided only by his character – or lack thereof – or even the pathological hallmark of stealing souls helpless. All, to climb to the top of the mountain of 50 billion dollars, afanados of unwary, he has counted with the support of media professionals. Put, therefore, under no circumstances, because I do not have information to make judgments, nor do I have other interests than to use the story for allegorical purposes.

Assuming hypothetically that, to build his reputation as a man of good or the image of real investor, he has relied on people who trained him in media training, who built their relations with stakeholders, which handled the disclosure of their services and who helped him position himself as top of mind in the category "investor number 1 philanthropist of the planet" , many media professionals may have rendered a disservice to humanity. In these cases, there is always the safe conduct of ignorance. But, even in the field of pure fictional speculation, imagine that part of this staff knew exactly the villainy of the Madoff business, and yet had been devoted to work by attachment to employment or for fear of losing a job, generous values paid with money relieved third portfolio, sleeping quarters and fifths?

How many of us did, do or will do, in our communication work, something we disagree on principle that ethical? How many helped, without question, to build the image of a company, a product or a brand with long social and environmental liabilities to pay off? How many help develop positions papers, campaigns, reports and speeches, based on ideas that don't meet minimal resonance in practice, in the culture and beliefs of the companies? Worse yet, how many texts, images, messages and symbols mix with our abilities, fearful that they might serve to spread a lie?

Conscious communication is, in my view, the communication that combines technique with ethics, caring not only about the results, but in the service of that cause and by what means they will be hit. I understand that visions like this can still be seen as overly romantic, as I said a respected friend, "in these crazy times we live in." If we want times less "mad", we should start with a review of mental model in tune with ethical values that consumers and society expect of this 21 century communicators.

In the line of "what advice would you give to a young professional starting a career of communication", the following stand out: "when you go to work, take your technical competence, without forgetting the heart and their ethical principles". Closed?

Ricardo Voltolini
Journalist, writer and publisher of the magazine Sustainable Idea-ricardo@ideiasustentavel.com.br