There is no real renewal without fair competition and common ethical minimums

The renewal of the communications industry is not merely a matter of new technologies, services, or business models. Real change can only happen if market players not only look ahead but are also prepared to learn from the lessons of the past.

This requires honest dialogue, clear professional standards, and an operating environment that creates more predictable and fairer conditions for all participants..

Ethical conduct is a core value

For FleishmanHillard, transparent and ethical operation is not a new expectation, but a long-standing principle. This is why we participated as a founding member in the creation of the Ethical Agency Charter, and why we believe it is important for players in the communications market to commit to clear professional and social standards.

We need equal conditions, not oversight

We don't need "policing," but rather jointly accepted principles that create a more level playing field, support fair employment, and clarify the boundaries of responsible communication.

A well-functioning ethical framework is in the interest of all stakeholders. It helps reduce uncertainty, increases the trust of clients and employees, and contributes to ensuring that professional performance can be truly compared and evaluated.

Credibility requires self-reflection

The credibility of the profession cannot be restored solely through forward-looking initiatives. It also requires the recognition that past decisions, compromises, and distorted market practices have contributed to the current situation.

However, this self-reflection is not about dwelling on the past for its own sake. On the contrary, it provides an opportunity for the profession to build its future on a clearer foundation.

A more competitive market can only be built on trust

For the long-term competitiveness of the communications market, creativity, technological development, and business growth are not enough. In an interview with Kreatív, Anita Balaton, Managing Director of FleishmanHillard, discussed why self-reflection, meaningful dialogue, and change are essential for the domestic communications industry to have a credible and competitive future.

The full article can be read on the Kreatív website.

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