It’s not often a new hero comes along, still yet one who was working on reputation management almost a century ago.

This PR Week article about Basil Clarke was a revelation and I can’t wait to read more about this remarkable man.

Almost a century ago Clarke was developing a way of working which would put many of today’s practitioners to shame. His ethical approach was not driven by codes of conduct or the risk of bad press in the trade media, but on a strong and practical understanding of what was right.

I try to impress on students that working ethically is not an altruistic choice – there are strong business reasons for working in a way which considers the needs of others. Clarke knew that his business relied on relationships and trust and the examples given in the PR week article show him to be a man of great vision and understanding.

Some of this, no doubt came from his experiences in the First World war and the picture of him is one in Uniform – to come through the carnage of the trenches must have made many men question the values of the society in which they lived, yet Clarke shows a down to earth understanding of fairness and honesty in business which many today fail to understand.

We can learn a great deal from men such as Clarke.

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