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Preface
Public relations can be defined as maintenance of positive press by
an organization from the internal and external public.

I have attempted to compare the theory taught in class to the public


relations in Barclays.

Barclays is a UK bank that deals with personal business banking,


mortgage, loans and also providing financial solutions. It is one of
the top five banks in UK. The reason for selecting this bank was
because one of my friends has been a part of it and has seen how
various situations the PR department handles.

Barclays has its operation spread out throughout the world. Mostly
the head branch in Leeds handles its public relations. But opinions
are taken from the various PR departments in the world.

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Acknowledgement
Any accomplishment requires the effort of many people and this
work is no different. I would like to thank Prof. Gayatri Bhoir for
giving me an opportunity to make a project on PR department of a
company. I would also like to thank her for her guidance in
completion of the project.

I would also like to thank Ms. Kimlyn Pereira, PR dept., Barclay’s,


U.K. who has provided me such valuable information for the
project.

I would also like to thank my parents and friends who have


supported and helped me in the project and constantly motivated
doing the project.

Regardless of the source, we wish to express our gratitude to those


who have contributed to this work even though anonymously.

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Index
1. Introduction…………………………….……...05

2. Corporate image……………………………….07

3. Social responsibility of business………………08

4. Employee relations…………………………….11

5. Consumer relation……………………………..14

6. Code of professional conduct and ethics………17

7. Case Study……………………………………..25

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Introduction
Barclays is a UK-based financial services group, with a very large
international presence in Europe, USA, Africa and Asia. It is engaged
primarily in banking, investment banking and investment management. In
terms of market capitalisation, Barclays is one of the largest financial services
companies in the world.

Barclays has been involved in banking for over 300 years and operates in over
60 countries with more than 120,000 permanent employees (including 33,500
at Absa. For the year ended 31st December 2005, the group achieved a pre-tax
profit of £5,280 million, up fifteen per cent on 2004. In 2005 Barclays paid
approximately £3 billion in taxes.

Its main operations are:

1. UK Banking

Provides solutions to Barclays UK retail and business banking customers.


Customers are served through a variety of channels comprising: the branch
network, cash machines, telephone banking, and online banking and
relationship managers. It is managed through two business areas, UK Retail
Banking and UK Business Banking.

In UK Retail Banking there are 14 million retail customers, including current


accounts, savings, mortgages, and general insurance. Local Business provides
banking services to 592,000 customers; UK Premier provides banking,
investment products and advice to 286,000 affluent customers.

UK Business Banking provides a network of relationship and industry sector


specialist managers serves relationship banking to larger and medium-sized
businesses. It has 183, 000 customers.

2. Wealth Management

Barclays Wealth Management is one of the leading Wealth Managers in the


UK. It serves affluent, high net worth personal and corporate clients, primarily
in the UK and continental Europe, providing private banking, offshore
banking, stock broking, financial planning and asset management services.

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Businesses include:

 Barclays Financial Planning – one of the largest financial


advisers in the UK providing tailored and impartial regulated financial
planning advice on life, pensions and investment products. Its 800
advisers offer customers expert advice and access to leading financial
providers from across the market.
 Gerrard - one of the leading wealth managers in the UK
providing bespoke advisory and discretionary investment advice through
regional offices across the UK.
 Barclays Stockbrokers - the UK’s largest execution-only retail
broker.
 Barclays Private Bank - offers bespoke banking and investment
solutions to high net worth individuals.
 Barclays International Personal, Premier and Corporate
Banking - providing bespoke and offshore banking solutions for
international business and personal customers.

3. International Retail and Commercial Banking -

Provides a range of banking services, including current accounts, savings,


investments, mortgages and loans, as well as services to corporate customers
across Spain, France, Portugal, Italy, Africa and the Middle East. Barclays
operates over 800 international branches. It is also responsible for Barclays
stake in FirstCaribbean International Bank and Barclays majority stake in
Absa, South Africa’s largest retail bank, with over seven million customers.

Other businesses are Barclays Capital, Barclaycard and Barclays Global


Investors, which have their own sections below. The Woolwich, part of UK
banking is also profiled.

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Corporate Image
PR seeks to create an image and identity for the organization. It tries to
manage the reputation of the organization. Corporate image can be defined as
a set of beliefs, ideas and impressions that a person holds regarding an object
that is the organization.

The PR department aims at creating Barclays as a brand name. They want that
every individual in UK should know Barclays in such a way that whenever
they think about finance they associate it with Barclays.

They even changed the logo of the company from “fluent in finance” to “now
there’s a thought”. The reason behind this is that they want to indicate that all
the best financial solutions come from Barclays. In fact they are the initiators
of all brilliant ideas for finance.

The PR department feels that the best way to increase corporate image is
through the employees. They provide the employees with bags, stress balls,
pens key chains etc. With Barclays printed on them. In this way they not only
maintain good employee relations but also get themselves advertised.

Barclays is ISO 9000 certified which gives an additional boost to the


company’s corporate image.

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Social Responsibility

Social responsibility refers to the duties and obligations of a business towards


different social groups in society. It is also corporate conscience.

From 2006, the PR department of Barclays is focusing on UK community


sponsorships and donations in the following areas:

• Helping to regenerate local communities through sport


• Helping people manage their finances
• Helping people into employment

National Projects up to 2005

 Education - Committed to expanding minds


Barclays New Futures (BNF), run with Community Service Volunteers is the
key commitment to education. It is the UK's largest single education
sponsorship, worth £10 million over ten years.

Barclays New Futures offers a range of awards from £500 to £20,000 for
projects that reflect the increasing focus on citizenship education. Schools and
their students have addressed a wide range of issues including:

1. Anti-bullying campaigns;
2. Improvement of basic skills through peer tutoring;
3. Student-friendly drugs education programmes; and
4. Delivering IT skills to unemployed parents.

What sort of projects does Barclays New Futures fund?


Here are just a few examples:

1. Tiverton High School, Devon - Challenge Award £20,000


Pupils at Tiverton are using there? 20,000 award to create a support
programme for divorced families, which may be an inspiration to children and
parents across the UK.

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The teachers recognised that many pupils were depressed because of
disruption at home, which affected their academic work and the school's
atmosphere. They felt that many problems, such as low academic achievement
and youth crime, would be minimised if their home life could be improved.

Teachers and pupils have joined forces to tackle the problem with an initiative
named 'Changing Families'. Using role play, problem-solving and outdoors
activities, pupils work with each other to address their emotions about family
break-ups and the arrival of new step-parents and siblings.

Students use the issues that emerge in these sessions to create magazines with
fictional stories that encourage debate among readers. The students distribute
these magazines in doctor's surgeries, playgroups and schools.

Pupils have also developed there role-playing into powerful dramas that they
take on tour around local primary schools. They also use role-play in
workshops they run for younger children.

More radically, the students will be holding parenting classes for their parents
to try to help make them aware of the impact their actions have on them. They
are planning to create a website offering advice to parents, too.

Regional Projects

Barclays has supported hundreds of projects in local communities across the


UK, on a range of themes. While our investment themes are changing, we will
continue to support projects, which meet local community needs, within the
themes of helping people to manage their money and helping them into
employment.

North East

Disabilities - Percy Hedley

Education - The Centre for the Children

Environment - Durham Wildlife Trust

Social Inclusion - Consett YMCA

East Midlands

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Arts - Wingfield Arts

Disabilities - Stepping Stones Play Learn Group

Education - St John's School

Environment - Essex Wildlife Trust

Social Inclusion - Break Norfolk

West Midlands

Arts - Birmingham Royal Ballet

Disabilities - Mind

Environment - Food Initiative Partnership

Social Inclusion - Shaw Trust

Wales

Arts – St. Fagans Museum

Disabilities - George Thomas Hospice

Education - Mid - Glam Education Business Partnership

Environment - Bettws Community

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Employee Relations
Employee relations refers to maintenance of proper relations with employees
through proper and effective HR policies, providing proper wages and
salaries, providing good working conditions and proper working climate and
work culture in the organization.

There are two types of communication that the PR department of Barclays


uses to communicate with their employees

1. Upward communication
2. Downward communication
Upward and downward communication decides how effectively information is
conveyed to the employees and feedback is taken from them.

Barclays usually uses upward communication to know what their employees


feel about the company policies but at times when there is a need downward
communication, is used.

The PR department of Barclays uses different ways to communicate with their


employees.

• Skip meetings: the PR department has a skip meeting for the employee
once in every two months. A skip meeting is a meeting held between
the CEO or GM of Barclays and employee by skipping the level of their
immediate mangers. In this way if there are any grievances that the
employees have it can be conveyed to the higher authority. This makes
the employees feel valued.
• Employee survey: Barclays makes sure that each and every one of their
employees takes a survey every two months. This survey san online
survey. The employee needs to put in his staff number and rate the
company from 1-5, one being the lowest. The survey is then looked at
by the PR department and accordingly, they tackle the problems of the
employees. This survey contains 5 sections.

* The employees physical well being and if the necessary arrangements are
made to suit that of the employees.

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* The company policies and if they have particularly affected any employee in
any way.

* The team leaders and mangers performance and if they are capable leaders.

* The employees emotional well being and if he is content with the work
environment.

* The performance of the company as of whole.

• Suggestion boxes: this is followed by the staff particularly in Liverpool


and Manchester. This system allows the employees to voice their ideas
to improve financial assistance to the customers and enhance customer
loyalty.
• Informal groups: the PR department keeps a watch on the formation of
informal group. They encourage it only to an extent that it doesn’t form
into a cabal.

e.g.: in one of the branches, employees who were very discontent with the
management were creating problems. This went on to such an extent that the
employees stood outside the bank premises and started protesting. The PR
department immediately took control of this situation. The PR manager spoke
to the leader of this Cabal and promised him a position in the branch as long
as he stopped the protest.

• Intranet: the PR department maintains an internal website called the


intranet. All important news and announcements are posted on this page. This
page also contains feedback forms, changes in policies, complaint registers
and a guide just incase an employee can solve a financial problem.
• Group discussion: The main reason why the PR department has group
discussions is that the employees can express their views regarding the
policies and rules and also give their suggestions for improvement of
processes.
• Team buzz meetings: The PR department has incorporated this method
so that the employees are kept up-to-date with all changes and new
financial offers. The buzz meetings are conducted by the team
managers and are done half an hour before starting any work.

• House journals: The PR department has a journal called “our power”


for the employees.

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The PR department also has set up a volunteer today scheme, where the
employee can do some social work and get paid for every hour put in. all they
have to do is fill the form given below.

Consumer Relations

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Consumer relations can be defined as the process by which the company tries
to create, build and maintain customers over an extended period of time. It
involves all activities starting from providing quality goods or services to
building brand loyalty.
The PR department has set up 5 principles for the employees of Barclays to
follow while serving customers:
• Build pride and passion: The PR department aims at creating Barclays
as a brand name. They want their customer to feel proud that their
finances are managed by Barclays and their employees to be passionate
in the work they do.
• Understand the customers’ needs: The first thing to do to provide
excellent customer service is to understand the customer’s need and
provide the best solution.
• Deliver with speed and confidence: The PR department insists that the
service provided by Barclays is done with speed and confidence so that
they customers know that their money is in safe hands.
• Grow yourselves as well as the company’s image: By this principle the
PR department implies that while the employees are growing along
with the company, the responsibility to contribute to the growth of the
company’s image by treating the customer with kindness becomes more
important. This principle also means that the employees should
constantly enhance their knowledge so that their customers know they
are with the best in the field.
• Sow seeds of trust and reliability: The PR department believes that if
the customer trusts the bank they will spread the word as well come
back to the bank for any financial difficulties.

Barclays provides their customers with a variety of facilities such as:


• Provision for online banking and telephone banking
• A vigorous two month training to enhance their employees’ knowledge
in order to provide their customers with the best solutions
• Emergency cash for Barclay’s customers stranded abroad in case of
theft.

Besides this they also have various services for disabled customers:

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• Third party access: If the customer has a disability and would
like someone to act on his behalf to carry out day to day banking, then
Barclays offers Third Party Access facilities.
• Making life easier in-branch: The most important thing is being
able to get in the branch. Barclays currently provide wheelchair access,
lifts to upper floors and car parking in certain branches. And as part of
their commitment to continuous improvement, they have plans to
increase accessibility in more branches across the UK network.

For hearing aid users, all branches have a hearing induction loop fitted
at the counter. They also offer a portable induction loop system for
discussions that take place away from the counter or in an interview
room.
They have started catering for the needs of disabled customers in the extensive
branch refurbishment now taking place.

Soon a lot more branches will have:

• Level or ramped access


• Power assisted doors
• Low-level counters
• Improved lighting
• Clear signage.
• Banking at home
• If customers are housebound or it's difficult for customer to get out and
about, all they need is a telephone or a computer with access to the
Internet. That's because they can do their banking from home either
through their computer or over the telephone.

 Barclays has the biggest online bank in the UK

It's fast, secure and it's free - all the customer pays is the cost of the call
while they're online. They can look at their accounts and check their
balance anytime they like, they can pay their bills, transfer money between
their accounts, arrange an overdraft or a loan, and open an e-savings
account.

 Telephone Banking is open seven days a week

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And through Telephone Banking they can order printed statements, new
cheque books and paying-in books and get an up-to-date balance.

 Information in alternative formats


Making communications to the customers clear and accessible.

 If reading standard print is difficult

Whether they're partially sighted or blind, Barclays can help. Whether it's
brochures, the things relating to the customers personal accounts, such as
statements, PIN numbers and letters, or making it easier for them to sign
and pay for things. Customers can call free on 0800 400 100*, via
TextDirect if appropriate. Alternatively, they can order a brochure in
Braille, large print, audio or standard print now. They can use the online
form to order the information they require and they'll receive their item(s)
by post.

 Hearing & being heard

In-branch and personal communications and provision for customers who


communicate using sign language.

 “It's your money”

A new booklet to support people with a learning disability. Barclays is


sponsoring a booklet about using banks called "It's your money". It's
written specifically for people with a learning disability who may find
banking services difficult to understand. The booklet is produced by the
Employers' Forum on Disability and gives practical, simple advice on
getting the most out of banks.

Josie Greaves, Head of Disability Issues at Barclays, says: "We are


committed to making our services accessible to all customers. This booklet
will explain banking services in simple terms for people with learning
disabilities, enabling more people to have an informed choice about their
banking arrangements." The booklet is available free by calling 0800 400
100, via TextDirect if appropriate.

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Code of Professional Conduct
and Ethics
ETHICS

Ethics can be defined as a study of morals. It is body of rules and principles


governing behavior. It indicates justice morals and duty. It is a set of moral
considerations which must be observed by all in the PR profession.

CODE OF CONDUCT

A code of conduct is a collection of morals and legal laws or rule. It governs


professional conduct and behavior of PR professionals in relation to other
people.

Barclays appreciates that the law and morality are not always the same. Their
decision to be involved in business is not solely based on compliance with the
law. They aim to take account of social, ethical and environmental aspects
when entering into customer and supplier relationships and in assessing
financial propositions, as well as in the treatment of our own workforce.

The PR manager of Liverpool, Roger Davis said, “While we are not


responsible for the behavior of our customers, we are aware that the provision
of financial services to sensitive industrial sectors, countries and projects can
have significant impact on wider society and the environment.

Where our due diligence procedures identify areas of sensitivity or ethical


dilemmas, we apply the relevant Barclays policy, such as our environmental
risk management or defence sector policies. In the absence of specific
guidance, we consider the issues at an appropriate level within our
organisation.”

They are associated with the following sectors:

1. Animal Experimentation: Barclays understands that animal


experimentation is a difficult issue on which many people have strong
feelings. When providing financial services to the pharmaceutical sector

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we have a strict policy that we will not enter into business transactions
with any company that does not comply fully with all relevant Government
regulations and the terms of their licenses.
2. Defence Sector: The Barclays Group provides financial services to the
defence sector within a specific policy framework. We assess each
proposal on a case-by-case basis and legal compliance does not
automatically guarantee our support. The status of the exporter and the
importing/exporting country, the nature of the equipment, its likely use and
the potential for it to be on-sold are all considered as part of the assessment
process. The aim is to ensure that foreign authorities either to oppress their
own populations or to support unjustified external aggression do not use
defence exports financed by Barclays. We participate only in transactions,
which conform, as a minimum, to either the country of operation or the
UK. It is their policy not to finance trade in nuclear, chemical, biological
or other weapons of mass destruction. The policy also explicitly prohibits
financing trade in landmines or any equipment designed to be used as an
instrument of torture.

3. Equality and Diversity Charter: Barclays is committed to being a leader


in equality and diversity practices in everything we do for our customers,
employees, shareholders and the community. Our commitment to
achieving this is set out in the Equality & Diversity Charter that was signed
by our Executive Committee Members in 2001.

4. Environmental and Social Impact Assessment: Barclays Environmental


and Social Impact Assessment Policy clarifies for all stakeholders Barclays
approach to ensuring lending proposals are rigorously assessed to identify,
quantify and, where appropriate, mitigate environmental and social risks.

5. Human Rights: The Barclays Group Statement on Human Rights


(adopted in June 2004) defines our approach to the human rights agenda
and draws together a range of relevant policies, practices and aspirations,
which support this approach. The Statement covers Barclays role as an
employer, provider of financial services and as a purchaser of goods and
services.

Given below is the actual statement by Barclays given at a press conference in


June 2004.

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19
Text of United Nations Universal Declaration of Human Rights
This Statement aims to achieve a consistent, complete and
recognizable approach to upholding human rights across the Group
that will:
1.0
Provide employees with guidance on the extent of our
Objectives responsibilities
and Contribute towards compliance with human rights
rationale legislation/standards
Support Barclay’s objective to be a leading company in terms of
corporate social responsibility.

Demonstrate to key stakeholders that Barclays manages our human


rights impacts, risks and opportunities effectively
This Statement supports the Board Governance Standards on i)
Corporate Responsibility ii) People iii) Credit iv) Compliance.
Human Rights can be defined as basic rights that form the
foundation for freedom, justice and peace and which apply equally
and universally in all countries.

As a company we have clear responsibilities to support governments


and civil society organisations in upholding human rights principles,
wherever we operate. Although there is no definitive consensus on
the boundaries of corporate responsibility in respect of human rights,
we need to ensure that we are not involved in human rights
violations, either directly or indirectly and that we operate in
accordance with the Universal Declaration of Human Rights
(UDHR) and take account of other internationally accepted human
rights standards, e.g.: the International Labour Organisation (ILO)
Core Conventions.

In addition to this we should promote human rights through our


employment policies and practices, through our supply chain and
through the responsible use of our products and services. The
promotion of human rights through our business activities forms part
of our broader objective to be a leader in corporate responsibility.
While it is incumbent upon governments to draft and implement
national legislation to promote human rights, the extent to which it is
implemented through national legislative frameworks varies
significantly between countries. This Statement draws together the
policies principles and standards to be adopted by all parts of the
Barclays’ Group in respecting and promoting human rights. Where
local legislation imposes more rigorous requirements, Group
operations in those countries must ensure that they comply with such
requirements while having regard to the content of this Statement.
The Statement applies to all Business Units and Group Functions.

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2.0
Where local legislation is more stringent, local requirements will
apply in addition to this Statement.
Scope of
application and Where local legislation may conflict with the Barclays policies and
intended practices contained in this Statement, we will comply with the law
audience but seek, within our spheres of influence, to raise awareness of
human rights and provide an example of good practice through our
own business conduct. Significant conflicts with this statement may
preclude certain relationships or transactions.

This Statement will be a reference point when assessing and


managing business relationships with employees; customers;
suppliers; sub-contractors; and joint venture partners.

It is impossible to provide a prescriptive list of all activities Business


Units need to undertake in conjunction with human rights. This
Statement should be viewed as minimum guidance with Business
Units providing additional control around the principles and policies
laid out in this document as they see fit for the circumstances of their
business.
3.0
Human Rights Principles and Responsibilities
The following principles are aspirational. They outline Barclays’
3.1 desire to respect and promote human rights within our spheres of
influence:
Barclays We will create a universal employment environment that promotes
Human Rights and protects the rights of the individual.
Principles
Wherever we operate we will seek to reflect human rights in our
employment policies and practices. We will also seek to influence
others through association or commercial transactions wherever
appropriate.

We will not be complicit, either directly or indirectly in the


condoning of human rights violations.

In defining those states or organisations with whom commercial


transactions would contribute to human rights violations, we will be
informed by United Nations Security Council Resolutions. We will
comply with any United Nations and European Union financial
sanctions including those arising from alleged breaches of human
rights. We will take steps to understand the potential human rights

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impacts of the organisations, projects and activities we support.

We will be a positive corporate role model.

We will be a positive role model in terms of the way in which we


conduct our business globally across a range of business activities.
In particular we will promote human rights by contributing to the
development and maintenance of accessible and reliable financial
and economic infrastructure.

Where we discover, or are made aware, that we have been associated


with human rights violations we shall take steps to remedy the
situation, taking account of the interests of those whose rights are
being violated.

In cases where we discover that we are associated with violations of


human rights we will take appropriate action in mitigation. This may
include exiting a particular business relationship, or constructive
engagement with others to promote good practice.

Employment aspects of human rights are implemented and tracked


through Barclays’ existing policies and practices.
3.2
Each Business Unit has employment policies and practices in place
which cover Barclays’ duties as an employer. Many of these
Our
promote human rights either directly or indirectly and are consistent
responsibilities with, or go further than, relevant UDHR articles, eg:
as an employer
1. Barclays Equality and Diversity policies
2. Discipline and Grievance procedures
3. Bullying and Harassment policy
4. Recruitment and Development policies
5. Pay and Remuneration policies
6. Health and Safety policies
7. Raising concerns (“whistleblowing”) policy
8. Work/life balance policies

This Statement outlines a minimum standard based on the UDHR


and is not a substitute for the requirement to comply with national
and local employment legislation or Barclays’ own employment
policies and practices, where they exceed UDHR/ILO standards.

Where local legislation prohibits us as an employer from upholding


certain aspects of the UDHR or Barclays’ own policies, we will
comply with local legislation while seeking to find alternative means

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of complying with the spirit of human rights principles. If such a
barrier is identified it should be reported to the Brand and
Reputation Committee.

Where our role as an employer may associate Barclays in any way


with actual or perceived human rights violations the issue must be
referred to the Brand and Reputation Committee.
This section should be read in conjunction with the following Group
Policies/guidance:
3.3
Money Laundering prevention/ Know Your Customer (KYC)
policies
Our
responsibilities 1. Group Sanctions Policy
as a provider of 2. Group Policy on Bribery and Corruption
financial 3. Group Policy on the Defence Sector
services 4. Group Environmental Policy

Environmental and social risk management policies, which include


environmental and social impact assessment criteria and adherence
to the Equator Principles

Raising Concerns (“whistleblowing”) policy

When assessing customers’ financial propositions generally,


relationship managers should consider any relevant, material human
rights aspects. In particular, it is important that all substantial loans
to finance public or private sector projects, corporations or
governments are reviewed for potential human rights impacts as part
of the assessment/sanctioning process.

All projects which reach/exceed the $50 million threshold must be


consistent with Equator Principles requirements (in addition to
Barclays’ own internal risk management policies) which include
specified human rights criteria.

New financial products and services developed should be consistent


with Barclays’ human rights aspirations. Any risks or opportunities
in this area should be evaluated.

Where our involvement may associate Barclays with actual or


perceived violations of human rights, the issue must be referred to
the Brand and Reputation Committee.
3.4 This section should be read in conjunction with the following Group

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Policies:
Our
responsibilities 1. Group Sourcing Policy
2. Group Policy on Bribery and Corruption
for purchasing
3. Group Policy on Gifts and Entertainment
and sourcing 4. Group Outsourcing Policy/Guidance
5. Group Security Policy

Sourcing management has a responsibility to establish whether key


suppliers, sub-contractors or agents are complicit in violations of
human rights, either directly eg: via environmental or employment
performance, or indirectly eg: via close association with
governments or other organisations who are known to be violating
human rights.

Sourcing management has a responsibility to establish whether key


suppliers, sub-contractors and agents uphold the basic employment
principles outlined in this Statement eg: by requesting copies of
employment, health and safety policies and associated management
and monitoring systems.

As a condition of outsourcing service functions Barclays expects


suppliers to meet acceptable standards.

Contracts with security services providers should be consistent with


the United Nations Code of Conduct for Law Enforcement Officials
(1979)

Any key supplier, sub-contractor or agent who is not able to


demonstrate that they uphold the basic employment principles in this
Statement should be identified and appropriate action taken. This
does not necessarily mean they should automatically be de-listed but
does require a more detailed investigation to be undertaken as a
condition of continued business eg: by the use of engagement and
audit.

Organisation which may be associated with human rights violations


will be consideration of the interests of any parties whose rights are
being violated.

However, Barclays will not enter into a commercial relationship,


associate with or provide legitimacy for any supplier, sub-contractor
or agency that is closely linked with gross violations of human
rights. If we find ourselves in such a relationship, for whatever
reason, we will exit from the relationship at the earliest opportunity.

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We will not undertake any sourcing transaction which may conflict
with sanctions imposed by the United Nations, the European Union
or other legitimate regional bodies.

All cases where Barclays may be linked with actual or perceived


human rights violations through sourcing activities must be referred
to the Brand and Reputation Committee.

We will take the necessary steps to understand the impacts that our
business may have on the communities with which we interact,
3.5 including human rights impacts. Where there is potential for our
operations to cause human rights violations we will take whatever
action is necessary to avoid them.
Our
responsibilities We will promote civilised, stable and open society by upholding
to communities high standards of business conduct, including refraining from giving
or receiving bribes or any unauthorised payments.

We will be guided by and contribute to upholding human rights


when selecting communities or organisations to support e.g. through
charitable donations

We will work with human rights groups and other organisations to


share information on human rights issues (within legal constraints)
and monitor/implement best practice management procedures.

This Policy is supported by the following Group


Policies/Procedures:
4.0
1. Barclays Vision for Equality and Diversity
2. Discipline and Grievance Procedures
Related policies
3. Bullying and Harassment Policy
4. Recruitment and Development Policies
5. Pay and Remuneration Policies
6. Health and Safety Policies
7. Data Protection Policy
8. Prevention of Money Laundering/Know Your Customer
Policies
9. Group Sanctions Policy
10. Group Policy on Bribery and Corruption
11. Group Policy on Gifts and Entertainment
12. Group Policy on the Defence Sector
13. Defence Policy additional guidance

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14. Raising Concerns (“Whistleblowing”) Policy

15. Group Sourcing Policy

Case Study
What the PR department did to combat negative publicity?
A Barclays bank advert showing a man suffering a bad reaction to a bee sting
has been withdrawn for causing offence and distress to people with allergies.

More than 290 viewers


complained to the Advertising
Standards Authority (ASA),
saying the TV commercial
made light of a potentially
fatal condition.

Nearly 100 complainants said


they had been distressed
because they or their loved
ones suffered from allergies.

The PR department of Barclays made a donation to an allergies charity.

The bank, which withdrew the advert following the complaints but before the
ASA ruling, said it was a light-hearted attempt to show people were more
likely to be arrested abroad than to change their bank account.

It showed a man's face swelling up after being stung by a bee in his drink can.

He ran to a lake to cool down, fell in the water and emerged covered in weeds
and howling in pain. As he ran to a restaurant, scaring diners with his
appearance, police shot him with a tranquiliser dart before arresting him.

A voice-over then said: "Statistically you're more likely to be arrested than


change your bank account."

More than 20 people complained they or someone they knew had nearly died
from an adverse reaction like the one shown.

26
The ASA said it should not be screened again.

The industry watchdog said: "We noted that many people face the reality that
they might suffer a severe allergic reaction to a bee or wasp sting and
therefore, despite the farcical turn of events, the ad was offensive to them."

'Horrific'

The commercial breached the advertising code of practice because it caused


distress to "a significant number" of viewers who had experienced a bee sting
allergy, the ASA found.

The commercial had a broadcast restriction, which meant it could not be


shown around programmes aimed at children.

Seven viewers said their children were scared by the commercial, while 12
described the advert as "horrific" and unsuitable for television without further
restrictions.

The PR manager of Barclays said: "The advert was intended to convey in a


light hearted manner that statistically you are more likely to be arrested
abroad, following a bizarre turn of events, rather than change your bank
account."

The bank donated money to the Anaphylaxis Campaign - which helps those
with life-threatening allergies - "as a gesture of goodwill".

Visit allmbastuff.blogspot.com for


more reports, notes etc.

27
Barclays bee sting advert banned
A Barclays bank advert showing a
man suffering a bad reaction to a
bee sting has been withdrawn for
causing offence and distress to
people with allergies.

More than 290 viewers complained to


the Advertising Standards Authority
(ASA), saying the TV commercial
made light of a potentially fatal
The man in the advert is shot with a tranquiliser
condition. dart then arrested

Nearly 100 complainants said they had been distressed because they or their
loved ones suffered from allergies.

Barclays has apologised and made a donation to an allergies charity.

The bank, which withdrew the advert following the complaints but before the
ASA ruling, said it was a light-hearted attempt to show people were more
likely to be arrested abroad than to change their bank account.
Despite the farcical turn of events,
It showed a man's face swelling up the ad was offensive to them
after being stung by a bee in his drink
can. ASA spokesman

He ran to a lake to cool down, fell in the water and emerged covered in weeds
and howling in pain. As he ran to a restaurant, scaring diners with his
appearance, police shot him with a tranquiliser dart before arresting him.

A voice-over then said: "Statistically you're more likely to be arrested than


change your bank account."

More than 20 people complained they or someone they knew had nearly died
from an adverse reaction like the one shown.

The ASA said it should not be screened again.

The industry watchdog said: "We noted that many people face the reality that
they might suffer a severe allergic reaction to a bee or wasp sting and
therefore, despite the farcical turn of events, the ad was offensive to them."

'Horrific'

The commercial breached the advertising code of practice because it caused


distress to "a significant number" of viewers who had experienced a bee sting

28
allergy, the ASA found.

The commercial had a broadcast restriction which meant it could not be


shown around programmes aimed at children.

Seven viewers said their children were scared by the commercial, while 12
described the advert as "horrific" and unsuitable for television without further
restrictions.

The ASA did not uphold these complaints, or those of seven more viewers
who said the commercial reminded them of either "happy slapping" or
alleged soldier activity in the Iraq war.

A Barclays spokesman said: "The advert was intended to convey in a light


hearted manner that statistically you are more likely to be arrested abroad,
following a bizarre turn of events, rather than change your bank account."

The bank donated money to the Anaphylaxis Campaign - which helps those
with life-threatening allergies - "as a gesture of goodwill".

8am

Barclays stung over bee advert


• Stephen Brook, advertising correspondent
• guardian.co.uk, Wednesday 31 August 2005 07.24 BST
• Article history
A bank advert perceived to make fun of a man suffering a potentially fatal bee sting was
banned today after attracting nearly 300 complaints.

The TV commercial for Barclays Bank horrified 293 viewers who found it offensive, including
91 people who said it distressed them because they knew people who had suffered a similar
attack.

Among those who complained were 23 viewers who said that they or people they knew had
died or nearly died from an adverse reaction to a bee or wasp sting.

Other viewers complained to the Advertising Standards Authority that the advert, which shows
a man's face swelling after he was stung, frightened children and was too terrifying to be
shown at all.

The commercial, made by Bartle Bogle Hegarty, one of Britain's top advertising agencies,
showed a bee stinging a man in the mouth after it had climbed into his can of drink.

The man ran to a lake to splash his face with water but fell in, later emerging covered in weeds
and mud and howling in pain. He staggered towards a nearby restaurant and collapsed after
police arrived and shot him with a dart.

"Statistically, you're more likely to be arrested than change your bank account," the voiceover
said.

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Bartle Bogle Hegarty said the advert was "exaggerated and hyperbolic" to dramatise the
statistic about being arrested.

It said the advert was "amusing and light-hearted" and exaggerated as much as possible to
avoid distressing people.

The Broadcast Advertising Clearance Centre, which vets adverts at script stage, said it
reviewed seven separate versions of the preproduction script and considered at length both
the factual claims and the tone of the execution.

"The final film was whimsical in the treatment of a bee sting, farcical in tone and generally light-
hearted in its approach," the BACC said in its submission to the ASA.

The ASA accepted the agency and the bank did not intend to cause deliberate offence.

"Many people face the reality that they might suffer a severe allergic reaction to a bee or wasp
sting and therefore, despite the farcical turn of events, the ad was offensive to them," it said.

The ASA ruled the advert, which had been withdrawn by the bank, must not be shown again.

· A commercial for Shreddies cereal misled viewers because it was too reliant on quoting from
a study that claimed Shreddies boosted children's mental energy, the Advertising Standards
Authority found. It ruled the advert must not be shown again in its present form.
· To contact the MediaGuardian newsdesk emaileditor@mediaguardian.co.uk or phone 020
7239 9857
· If you are writing a comment for publication, please mark clearly "for

The advertising watchdog upheld almost 300 complaints about a TV ad for Barclays Bank which
viewers found offensive to allergy sufferers. The Advertising Standards Authority (ASA) ruled on
Wednesday the ad should not be shown again.

The advert showed a man being stung in the mouth by a bee or a wasp in a drink. In visible pain and
with his face swollen, he then runs to a lake where he falls into the water. As he emerges covered in
weeds and mud, he is shot with a dart by a policeman as a voiceover says: "Statistically you are more
likely to be arrested than change your bank account."

Viewers complained the ad was offensive to allergy sufferers because it made fun
of a potentially fatal situation. The ASA added 91 people also said they felt personal distress because
they or someone they knew had allergies.

Another 23 viewers said they knew people who died or nearly died after a reaction similar to the one
shown in the advert. The makers of the ad, Bartle Bogle Hegarty part-owned by French group
Publicis, said it was meant to be light-hearted with an exaggerated sequence of events which led to
the man being mistaken for a "Swamp Thing".

They apologised, adding Barclays had already decided not to run the advert again.

30
Case Study
Visit allmbastuff.blogspot.com for
more reports, notes etc.

31
Reward or Punishment
At noon one-day janardhan, a teller in local suburban bank, was
suddenly confronted by a man, pistol in hand, who demanded all
currency in the teller’s cabin. Mr. Janardhan complied and put all his
money in a bag. The bandit left unobtrusively through the front door,
jumped in a car, and drove away. Mr. Janardhan immediately sounded
the alarm, ran to his own car, and pursued the bandit. Driving at high
speed, he overtook the bandit, forced him to a stop and chased him on
foot until overtaking him. There ensued a struggle in which Janardhan
was shot in the leg, but he successfully detained the bandit until the local
police arrived.

The local press gave Mr. Janardhan a wide coverage for his heroism. He
also received recognition from various individuals and groups for his
bravery. The bank had a long-lasting policy that a teller, when
confronted with an attempt at robbery, was to comply completely with
the demands, so as to endanger employees and customers. Each teller
had been further instructed to give alarm only when it was safe to do so
and then to await action by police and insurance agents. Any bank
employee who failed to follow this procedure would be immediately
discharged.

The bank manager felt that Mr. Janardhan, by violating the policy,
should be discharged. The personnel officer argued that this bravery,
devotion to duty, and loyalty to the bank should mitigate his fraction of
policy. The public relations officer reminded the president that the public
might view Mr. Janardhan’s discharge from office with misgivings since
he, after all, saved their deposits. The training officer said that a
dangerous precedent would be established if any exception to the policy
were permitted.

Questions:
1. What is the problem as you see it? Elaborate.
2. What is your recommendation in this situation? Discuss.

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Solution:

1. Problems of the case:

After analyzing the case, I found that there is only one problem in
this case i.e. the company policy. As per the company policy, a
teller, when confronted with an attempt at robbery, was to comply
completely with the demands, so as to endanger employees and
customers. Each teller had been further instructed to give alarm only
when it was safe to do so and then to await action by police and
insurance agents. Any bank employee who failed to follow this
procedure would be immediately discharged. So, the bank manager
felt that Mr. Janardhan, by violating the policy, should be
discharged.

Mr. Janardhan went behind the robbers and successfully detained


the bandit until the police arrived. During the act he was shot in his
leg. He saved the bank deposits without caring about his life,
because in this act he could have been injured or died. It shows his
positive approach and loyalty towards the Bank After this heroic act,
media gave him a wide coverage and he also received recognition
from various individuals and group.

In spite of rewarding him for his bravery, the bank manager felt that
discharging should punish him because of the company’s rigid
policy. The public might view his discharge with misgivings since
he saved their deposits and it could have created the negative impact
in the customers’ minds.

Visit allmbastuff.blogspot.com for


more reports, notes etc.

33
2. Recommendations in this situation:

I would recommend that the bank manager, instead of punishing,


should reward him for his bravery. When the media and various
other groups rewarded him for his bravery, the bank should also
reward him because he saved the bank deposits and caught the
robbers. But in this case, bank manager felt that Mr. Janardhan, by
violating the rules, should be discharged. It could spoil the
company’s image and customers might view his discharge with
misgivings.

Mr. Janardhan did his job extra ordinarily. He was instructed to give
alarm only when it was safe. But after giving the alarm he ran
behind the robbers and successfully caught them with the robbed
money. It shows his devotion to duty and loyalty to the bank. The
bank should reward him or give him incentives so that it motivates
him and creates a positive approach towards the bank.

The bank’s rigid policy should be changed for the betterment of the
bank.

Visit allmbastuff.blogspot.com for


more reports, notes etc.

34