Odebrecht offers several channels to maintain dialogue, interaction and open and transparent communication with its stakeholders, such as its institutional website. It is also active on social media and carries out engagement programs within the spheres of the Businesses and Small Firms and the Holding Company.
From left, Members Luciano Livino de Melo, Daniel Lima, Sara Correia, Sérgio Benini and Martha Melo, in the lobby of the Odebrecht Building São Paulo
In the final quarter of 2015, the Holding Company conducted an Image Audit that determined the damage to the Odebrecht Group’s image due to Operation Car Wash. The survey also included the identification of ways to restore its institutional image and opportunities to bolster ethical values.
All told, the survey canvassed 2,097 respondents through individual interviews and focus groups, including:
- Group Members, suppliers, service providers, partners, associates and Clients;
- Specialists from the financial market;
- Potential agents who influence or shape opinion (political authorities, members of the media, business and trade association leaders, NGOs);
- Leaders of communities impacted/benefited by Odebrecht’s operations;
- Members of the public.
Odebrecht Group companies actively participate in Brazilian and international entities representing a range of business sectors, taking part in the discussion of matters of interest to their business and the socioeconomic development of the countries where they operate. Their positions and proposals are expressed in a transparent and objective manner and are based on their values and principles.
Since 2002, Odebrecht S.A. has been a member of the Latin America Conservation Council (LACC), a voluntary initiative of business leaders working in Latin America who are committed to the conservation of natural capital. The aim is to develop or support innovative, practical and scaled solutions to three major challenges of sustainable development in the region: water security, food security and sustainable infrastructure. G4-16Click for more information on this aspect in the GRI Content Index
The commitments of the Odebrecht Group’s Holding Company and subsidiaries include the following:
UN Global Compact
A United Nations initiative for businesses and other organizations committed to adopting improvements and best practices regarding ten principles in the areas of human rights, labor, environment, and anti-corruption. Since Braskem joined it in 2007, other Odebrecht Group companies have also become participants of the Compact over time. Odebrecht S.A. joined in June 2016.
Open Letter to Brazil on Climate Change
Launched in 2009 with the creation of the Climate Forum, in a joint initiative of the Ethos Institute and several companies, including Construtora Norberto Odebrecht, the Open Letter to Brazil was renewed in August 2015 in support of preparation for COP 21. The document updates and expands the commitments the companies undertook in the 2009 Letter. It also proposes several suggestions for the positioning and actions of governments on the climate agenda, at the national and international levels. The following companies are signatories to the Open Letter: Construtora Norberto Odebrecht, Braskem, Odebrecht Agroindustrial, Odebrecht TransPort, Odebrecht Environmental, Odebrecht Oil & Gas and Odebrecht Real Estate Developments.
For more information:
Transparency International (TI)
An NGO focused on combating corruption and encouraging transparency in corporate reporting, it produced in 2013 and 2016, among other documents, a report on the transparency of the corporate reports of 100 multinationals that originated in emerging markets. Odebrecht was evaluated in the reports of 2013 and again in 2016, improving its overall assessment by 47 points in the ranking between those two periods. Recognizing the progress made, Odebrecht maintains its commitment to reaching a new level in the quality of its reports, in line with TI’s criteria.
Communication programs seek to maintain and extend transparent and enduring relations with Members and external audiences.
The Odebrecht brand is consolidated by the work of each Member in the daily task of serving their Clients and communities, and through the different communication tools used by the Odebrecht companies.
The Communication Policy, in line with the Sustainability Policy, deals with Members’ duties and responsibilities. Both documents are offshoots of the Odebrecht Entrepreneurial Technology (TEO) in their respective themes and can be found on www.odebrecht.com
Communication and image committee
Odebrecht has a Communication and Image Committee that plays a coordinating and executive role. Its members are the officers Responsible for Communication at the Holding Company and in the Businesses. The Committee leader is the Odebrecht S.A. Communication Officer.
Its exceptional executive status, unlike other Odebrecht Committees, is necessary to ensure uniformity in the media used due to the vast geographical extent and diversity of the Businesses.
However, the Communication responsibilities inherent to the Businesses’ Leaders are not transferred to the Committee.
The basic objectives of the Committee are to ensure permanent alignment for the practice of the Communication Policy and promote synergies and consistent positions in the conduct of Communication and Image issues through exchange and continuous sharing of information among its Members.
Odebrecht maintains several communication channels, such as its institutional website and social networks (Facebook, Twitter, YouTube, Instagram, Tumblr, LinkedIn, Google Plus and Pinterest), which are some of the measures taken to strengthen ties with Members and the external audience. There are also the Annual Reports from the Holding Company, which provide quantitative and qualitative performance indicators, and specific publications from each Business (such as, in some cases, Sustainability Reports and Social Reports).
For the internal audience, since our Members are the main vector for the formation and consolidation of the Odebrecht brand, specific channels have been created, such as Odebrecht News (a biweekly publication in Portuguese, English and Spanish, distributed by e-mail), corporate TVs, memos, intranets and the Odebrecht Link, a smartphone app that offers news, alerts and announcements, forums and user interaction.
The Businesses also maintain their own communication mechanisms, such as toll-free numbers, the Ombudsman’s Office, visit programs, and periodic meetings with Clients, suppliers, and representatives of communities and governments.
Media exposure quality index
Press relations are demonstrated and audited by the Media Exposure Quality Index (IQEM), which in 2015 reached an average of 5.2 points (the maximum is 10 points) with 48% positive reports and 52% negative ones. Excluding reports on Operation Car Wash, the average IQEM score for the year rises to 6.7 points. The following chart shows the monthly scores.
IQEM and Visibility