When David Drobis, CEO of Ketchum, spoke about corporate values at Bocconi University in Milan, he offered conferees his "Four Pillars of Success" formula:
- 1. Dialogue - generate ongoing communication with stakeholders to tap into their interests and perceptions;
2. Borderless - take into account time zones and cultures when working in a global community;
3.Inclusive - foster relationships with employees; if they embrace a company's vision and are involved in the process, success will follow; and
4. Continuous - "a respected company will be able to draw on its PR equity and manage the expectations of the marketplace far better than a company that is unknown."