Barclays Public Relation Management

7/30/2019 Barclays Public Relation Management

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PrefacePublic 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 publicrelations in Barclays.

Barclays is a UK bank that deals with personal business banking,mortgage, loans and also providing financial solutions. It is one ofthe 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 howvarious situations the PR department handles.

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

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Acknowledgement

Any accomplishment requires the effort of many people and thiswork is no different. I would like to thank Prof. Gayatri Bhoir forgiving me an opportunity to make a project on PR department of acompany. I would also like to thank her for her guidance incompletion of the project.

I would also like to thank Ms. Kimlyn Pereira, PR dept., Barclays,U.K. who has provided me such valuable information for the

project.

I would also like to thank my parents and friends who havesupported and helped me in the project and constantly motivateddoing the project.

Regardless of the source, we wish to express our gratitude to thosewho have contributed to this work even though anonymously.

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Index

1. Introduction....05

2. Corporate image.07

3. Social responsibility of business08

4. Employee relations.11

5. Consumer relation..14

6. Code of professional conduct and ethics17

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 engagedprimarily in banking, investment banking and investment management. Interms of market capitalisation, Barclays is one of the largest financial servicescompanies in the world.

Barclays has been involved in banking for over 300 years and operates in over60 countries with more than 120,000 permanent employees (including 33,500at 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 paidapproximately 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 branchnetwork, cash machines, telephone banking, and online banking andrelationship managers. It is managed through two business areas, UK RetailBanking and UK Business Banking.

In UK Retail Banking there are 14 million retail customers, including currentaccounts, 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 sectorspecialist 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 theUK. It serves affluent, high net worth personal and corporate clients, primarilyin 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 inthe UK providing tailored and impartial regulated financial planning

advice on life, pensions and investment products. Its 800 advisers offercustomers expert advice and access to leading financial providers fromacross the market.

Gerrard - one of the leading wealth managers in the UK providingbespoke advisory and discretionary investment advice through regionaloffices across the UK.

Barclays Stockbrokers - the UKs 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 internationalbusiness 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 customersacross Spain, France, Portugal, Italy, Africa and the Middle East. Barclaysoperates over 800 international branches. It is also responsible for Barclaysstake in FirstCaribbean International Bank and Barclays majority stake inAbsa, South Africas largest retail bank, with over seven million customers.

Other businesses are Barclays Capital, Barclaycard and Barclays GlobalInvestors, which have their own sections below. The Woolwich, part of UK

banking is also profiled.

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Corporate ImagePR seeks to create an image and identity for the organization. It tries tomanage the reputation of the organization. Corporate image can be defined asa set of beliefs, ideas and impressions that a person holds regarding an objectthat is the organization.

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

They even changed the logo of the company from fluent in finance to nowtheres 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 initiatorsof all brilliant ideas for finance.

The PR department feels that the best way to increase corporate image isthrough the employees. They provide the employees with bags, stress balls,

pens key chains etc. With Barclays printed on them. In this way they not onlymaintain good employee relations but also get themselves advertised.

Barclays is ISO 9000 certified which gives an additional boost to thecompanys corporate image.

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Social Responsibility

Social responsibility refers to the duties and obligations of a business towardsdifferent social groups in society. It is also corporate conscience.

From 2006, the PR department of Barclays is focusing on UK communitysponsorships 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 thekey commitment to education. It is the UK's largest single educationsponsorship, worth 10 million over ten years.

Barclays New Futures offers a range of awards from 500 to 20,000 forprojects that reflect the increasing focus on citizenship education. Schools andtheir 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; and4. 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 20,000Pupils at Tiverton are using there? 20,000 award to create a support

programme for divorced families, which may be an inspiration to children andparents across the UK.

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

Teachers and pupils have joined forces to tackle the problem with an initiativenamed 'Changing Families'. Using role play, problem-solving and outdoorsactivities, 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 withfictional stories that encourage debate among readers. The students distributethese magazines in doctor's surgeries, playgroups and schools.

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

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

Regional Projects

Barclays has supported hundreds of projects in local communities across theUK, on a range of themes. While our investment themes are changing, we willcontinue to support projects, which meet local community needs, within thethemes of helping people to manage their money and helping them intoemployment.

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 andsalaries, providing good working conditions and proper working climate andwork culture in the organization.

There are two types of communication that the PR department of Barclaysuses to communicate with their employees

1. Upward communication

2. Downward communication

Upward and downward communication decides how effectively information isconveyed to the employees and feedback is taken from them.

Barclays usually uses upward communication to know what their employeesfeel about the company policies but at times when there is a need downwardcommunication, is used.

The PR department of Barclays uses different ways to communicate with theiremployees.

Skip meetings : the PR department has a skip meeting for the employee

once in every two months. A skip meeting is a meeting held betweenthe CEO or GM of Barclays and employee by skipping the level of theirimmediate mangers. In this way if there are any grievances that theemployees have it can be conveyed to the higher authority. This makesthe 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 thecompany from 1-5, one being the lowest. The survey is then looked at

by the PR department and accordingly, they tackle the problems of theemployees. This survey contains 5 sections.

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

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* The company policies and if they have particularly affected any employee inany 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 workenvironment.

* 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 ideasto improve financial assistance to the customers and enhance customerloyalty.

Informal groups : the PR department keeps a watch on the formation ofinformal group. They encourage it only to an extent that it doesnt forminto a cabal.

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

Intranet : the PR department maintains an internal website called the

intranet. All important news and announcements are posted on thispage. This page also contains feedback forms, changes in policies,complaint registers and a guide just incase an employee can solve afinancial problem.

Group discussion : The main reason why the PR department has group

discussions is that the employees can express their views regarding thepolicies 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 newfinancial offers. The buzz meetings are conducted by the teammanagers and are done half an hour before starting any work.

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

for the employees.

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

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Consumer Relations

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. Itinvolves all activities starting from providing quality goods or services tobuilding brand loyalty.The PR department has set up 5 principles for the employees of Barclays tofollow 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 theirfinances are managed by Barclays and their employees to be passionatein the work they do.

Understand the customers needs: The first thing to do to provide

excellent customer service is to understand the customers need andprovide 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 thatthey customers know that their money is in safe hands.

Grow yourselves as well as the companys image: By this principle the

PR department implies that while the employees are growing alongwith the company, the responsibility to contribute to the growth of thecompanys image by treating the customer with kindness becomes more

important. This principle also means that the employees shouldconstantly enhance their knowledge so that their customers know theyare 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 comeback 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 knowledgein order to provide their customers with the best solutions

Emergency cash for Barclays customers stranded abroad in case of

theft.

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Besides this they also have various services for disabled customers:

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 upperfloors and car parking in certain branches. And as part of theircommitment to continuous improvement, they have plans to increaseaccessibility in more branches across the UK network.

For hearing aid users, all branches have a hearing induction loop fittedat the counter. They also offer a portable induction loop system fordiscussions that take place away from the counter or in an interview

room.

They have started catering for the needs of disabled customers in the extensivebranch 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 theInternet. That's because they can do their banking from home eitherthrough their computer or over the telephone.

Barclays hasthe biggest online bank in the UK

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It's fast, secure and it's free - all the customer pays is the cost of the callwhile they're online. They can look at their accounts and check their

balance anytime they like, they can pay their bills, transfer money betweentheir accounts, arrange an overdraft or a loan, and open an e-savingsaccount.

Telephone Banking is open seven days a week

And through Telephone Banking they can order printed statements, newcheque 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'sbrochures, the things relating to the customers personal accounts, such asstatements, PIN numbers and letters, or making it easier for them to signand pay for things. Customers can call free on 0800 400 100*, viaTextDirect if appropriate. Alternatively, they can order a brochure inBraille, large print, audio or standard print now. They can use the online formto 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 whocommunicate using sign language.

It's your money

A new booklet to support people with a learning disability. Barclays issponsoring a booklet about using banks called "It's your money". It'swritten specifically for people with a learning disability who may find

banking services difficult to understand. The booklet is produced by theEmployers' Forum on Disability and gives practical, simple advice ongetting the most out of banks.

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Josie Greaves, Head of Disability Issues at Barclays, says: "We arecommitted to making our services accessible to all customers. This bookletwill explain banking services in simple terms for people with learningdisabilities, enabling more people to have an informed choice about their

banking arrangements." The booklet is available free by calling 0800 400100, via TextDirect if appropriate.

Code of Professional Conductand Ethics

ETHICS

Ethics can be defined as a study of morals. It is body of rules and principlesgoverning behavior. It indicates justice morals and duty. It is a set of moralconsiderations 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 governsprofessional conduct and behavior of PR professionals in relation to otherpeople.

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

The PR manager of Liverpool, Roger Davis said, While we are notresponsible for the behavior of our customers, we are aware that the provision

of financial services to sensitive industrial sectors, countries and projects canhave significant impact on wider society and the environment.

Where our due diligence procedures identify areas of sensitivity or ethicaldilemmas, we apply the relevant Barclays policy, such as our environmentalrisk management or defence sector policies. In the absence of specific

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guidance, we consider the issues at an appropriate level within ourorganisation.

They are associated with the following sectors:

1. Animal Experimentation:Barclays understands that animal experimentation is adifficult issue on which many people have strong feelings. When

providing financial services to the pharmaceutical sector we have a strictpolicy that we will not enter into business transactions with any companythat does not comply fully with all relevant Government regulations andthe terms of their licenses.

2. Defence Sector: The Barclays Group provides financial services to thedefence 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 theimporting/exporting country, the nature of the equipment, its likely use andthe 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 theirown populations or to support unjustified external aggression do not usedefence exports financed by Barclays. We participate only in transactions,which conform, as a minimum, to either the country of operation or theUK. It is their policy not to finance trade in nuclear, chemical, biologicalor other weapons of mass destruction. The policy also explicitly prohibitsfinancing 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 inequality and diversity practices in everything we do for our customers,employees, shareholders and the community. Our commitment toachieving this is set out in the Equality & Diversity Charterthat 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 Barclaysapproach 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 (adoptedin June 2004) defines our approach to the human rights agenda and drawstogether a range of relevant policies, practices and aspirations, which

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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 inJune 2004.

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Text of United Nations Universal Declaration of Human Rights

1.0

Objectivesand

rationale

This Statement aims to achieve a consistent, complete andrecognizable approach to upholding human rights across the Groupthat will:

Provide employees with guidance on the extent of ourresponsibilitiesContribute towards compliance with human rightslegislation/standardsSupport Barclays objective to be a leading company in terms ofcorporate social responsibility.

Demonstrate to key stakeholders that Barclays manages our humanrights impacts, risks and opportunities effectivelyThis 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 thefoundation for freedom, justice and peace and which apply equallyand universally in all countries.

As a company we have clear responsibilities to support governmentsand civil society organisations in upholding human rights principles,wherever we operate. Although there is no definitive consensus onthe boundaries of corporate responsibility in respect of human rights,we need to ensure that we are not involved in human rightsviolations, either directly or indirectly and that we operate inaccordance with the Universal Declaration of Human Rights

(UDHR) and take account of other internationally accepted humanrights standards, e.g.: the International Labour Organisation (ILO)Core Conventions.

In addition to this we should promote human rights through ouremployment policies and practices, through our supply chain andthrough the responsible use of our products and services. Thepromotion of human rights through our business activities forms partof our broader objective to be a leader in corporate responsibility.While it is incumbent upon governments to draft and implementnational legislation to promote human rights, the extent to which it is

implemented through national legislative frameworks variessignificantly between countries. This Statement draws together thepolicies principles and standards to be adopted by all parts of theBarclays Group in respecting and promoting human rights. Wherelocal legislation imposes more rigorous requirements, Groupoperations in those countries must ensure that they comply with suchrequirements 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

Scope of

application andintendedaudience

Where local legislation is more stringent, local requirements willapply in addition to this Statement.

Where local legislation may conflict with the Barclays policies andpractices contained in this Statement, we will comply with the lawbut seek, within our spheres of influence, to raise awareness ofhuman rights and provide an example of good practice through ourown business conduct. Significant conflicts with this statement maypreclude certain relationships or transactions.

This Statement will be a reference point when assessing andmanaging business relationships with employees; customers;suppliers; sub-contractors; and joint venture partners.

It is impossible to provide a prescriptive list of all activities BusinessUnits need to undertake in conjunction with human rights. ThisStatement should be viewed as minimum guidance with BusinessUnits providing additional control around the principles and policieslaid out in this document as they see fit for the circumstances of theirbusiness.

3.0Human Rights Principles and Responsibilities

3.1

BarclaysHuman Rights

Principles

The following principles are aspirational. They outline Barclaysdesire to respect and promote human rights within our spheres ofinfluence:

We will create a universal employment environment that promotesand protects the rights of the individual.

Wherever we operate we will seek to reflect human rights in ouremployment policies and practices. We will also seek to influenceothers through association or commercial transactions whereverappropriate.

We will not be complicit, either directly or indirectly in thecondoning of human rights violations.

In defining those states or organisations with whom commercialtransactions would contribute to human rights violations, we will beinformed by United Nations Security Council Resolutions. We willcomply with any United Nations and European Union financialsanctions including those arising from alleged breaches of humanrights. 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 weconduct our business globally across a range of business activities.In particular we will promote human rights by contributing to thedevelopment and maintenance of accessible and reliable financialand economic infrastructure.

Where we discover, or are made aware, that we have been associatedwith human rights violations we shall take steps to remedy thesituation, taking account of the interests of those whose rights arebeing violated.

In cases where we discover that we are associated with violations ofhuman rights we will take appropriate action in mitigation. This mayinclude exiting a particular business relationship, or constructiveengagement with others to promote good practice.

3.2

Ourresponsibilitiesas an employer

Employment aspects of human rights are implemented and trackedthrough Barclays existing policies and practices.

Each Business Unit has employment policies and practices in placewhich cover Barclays duties as an employer. Many of thesepromote human rights either directly or indirectly and are consistent

with, or go further than, relevant UDHR articles, eg:

1. Barclays Equality and Diversity policies2. 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 UDHRand is not a substitute for the requirement to comply with national

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and local employment legislation or Barclays own employmentpolicies 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 willcomply with local legislation while seeking to find alternative meansof complying with the spirit of human rights principles. If such abarrier is identified it should be reported to the Brand andReputation Committee.

Where our role as an employer may associate Barclays in any waywith actual or perceived human rights violations the issue must bereferred to the Brand and Reputation Committee.

3.3

Ourresponsibilitiesas a provider of

financialservices

This section should be read in conjunction with the following GroupPolicies/guidance:

Money Laundering prevention/ Know Your Customer (KYC)policies

1. Group Sanctions Policy2. Group Policy on Bribery and Corruption

3. Group Policy on the Defence Sector

4. Group Environmental Policy

Environmental and social risk management policies, which includeenvironmental and social impact assessment criteria and adherenceto the Equator Principles

Raising Concerns (whistleblowing) policy

When assessing customers financial propositions generally,relationship managers should consider any relevant, material humanrights aspects. In particular, it is important that all substantial loansto finance public or private sector projects, corporations orgovernments are reviewed for potential human rights impacts as part

of the assessment/sanctioning process.

All projects which reach/exceed the $50 million threshold must beconsistent with Equator Principles requirements (in addition toBarclays own internal risk management policies) which includespecified human rights criteria.

New financial products and services developed should be consistent

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with Barclays human rights aspirations. Any risks or opportunitiesin this area should be evaluated.

Where our involvement may associate Barclays with actual or

perceived violations of human rights, the issue must be referred tothe Brand and Reputation Committee.

3.4

Ourresponsibilitiesfor purchasingand sourcing

This section should be read in conjunction with the following GroupPolicies:

1. Group Sourcing Policy2. Group Policy on Bribery and Corruption

3. Group Policy on Gifts and Entertainment

4. Group Outsourcing Policy/Guidance

5. Group Security Policy

Sourcing management has a responsibility to establish whether keysuppliers, sub-contractors or agents are complicit in violations ofhuman rights, either directly eg: via environmental or employmentperformance, or indirectly eg: via close association withgovernments or other organisations who are known to be violatinghuman rights.

Sourcing management has a responsibility to establish whether key

suppliers, sub-contractors and agents uphold the basic employmentprinciples outlined in this Statement eg: by requesting copies ofemployment, health and safety policies and associated managementand monitoring systems.

As a condition of outsourcing service functions Barclays expectssuppliers to meet acceptable standards.

Contracts with security services providers should be consistent withthe United Nations Code of Conduct for Law Enforcement Officials(1979)

Any key supplier, sub-contractor or agent who is not able todemonstrate that they uphold the basic employment principles in thisStatement should be identified and appropriate action taken. Thisdoes not necessarily mean they should automatically be de-listed butdoes require a more detailed investigation to be undertaken as acondition of continued business eg: by the use of engagement and

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audit.

Organisation which may be associated with human rights violationswill 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-contractoror agency that is closely linked with gross violations of humanrights. If we find ourselves in such a relationship, for whateverreason, we will exit from the relationship at the earliest opportunity.

We will not undertake any sourcing transaction which may conflictwith sanctions imposed by the United Nations, the European Unionor other legitimate regional bodies.

All cases where Barclays may be linked with actual or perceivedhuman rights violations through sourcing activities must be referredto the Brand and Reputation Committee.

3.5

Our

responsibilitiesto communities

We will take the necessary steps to understand the impacts that ourbusiness may have on the communities with which we interact,including human rights impacts. Where there is potential for ouroperations to cause human rights violations we will take whateveraction is necessary to avoid them.

We will promote civilised, stable and open society by upholdinghigh standards of business conduct, including refraining from givingor receiving bribes or any unauthorised payments.

We will be guided by and contribute to upholding human rightswhen selecting communities or organisations to support e.g. throughcharitable donations

We will work with human rights groups and other organisations toshare information on human rights issues (within legal constraints)

and monitor/implement best practice management procedures.

4.0

Related policies

This Policy is supported by the following GroupPolicies/Procedures:

1. Barclays Vision for Equality and Diversity

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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. 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

14. Raising Concerns (Whistleblowing) Policy

15. Group Sourcing Policy

Case StudyWhat the PR department did to combat negative publicity?

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

More than 290 viewers

complained to the AdvertisingStandards Authority (ASA),saying the TV commercialmade light of a potentiallyfatal condition.

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http://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/discipline/index.htmhttp://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/discipline/index.htmhttp://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/greivance/index.htmhttp://hr-gold.ple.barclays.co.uk/~careers/index.htmlhttp://onenet.intranet.barclays.co.uk/BRC1/jsp/brccontrol?task=channelgroup&site=hri&value=1148&menu=607http://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/health_safety_policy/index.htmhttp://cio-enable.intranet.barclays.co.uk/sp/index.htm?l=/sp/dataprot/menu.htm&r=/sp/dataprot/index.htmhttp://compliance.intranet.barclays.co.uk/compliance/ml_aml_policy_2004.dochttp://compliance.intranet.barclays.co.uk/compliance/ml_aml_policy_2004.dochttp://compliance.intranet.barclays.co.uk/compliance/fsanc.dochttp://compliance.intranet.barclays.co.uk/compliance/bribery&corruption.pdfhttp://compliance.intranet.barclays.co.uk/compliance/group%20policy%20on%20gifts%20and%20entertainment.pdfhttp://gcf.intranet.barclays.co.uk/GCF/A/Content/Files/defence_policy.pdfhttp://gcf.intranet.barclays.co.uk/GCF/A/Content/Files/defence_policy_additional_guidance.pdfhttp://compliance.intranet.barclays.co.uk/compliance/raising_concerns_policy.pdfhttp://purchasing.intranet.barclays.co.uk/BRC1/jsp/brccontrol?task=channelFWgroup&value=5556&target=_blank&site=srchttp://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/discipline/index.htmhttp://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/greivance/index.htmhttp://hr-gold.ple.barclays.co.uk/~careers/index.htmlhttp://onenet.intranet.barclays.co.uk/BRC1/jsp/brccontrol?task=channelgroup&site=hri&value=1148&menu=607http://idg.intranet.barclays.co.uk/idg/staffmanual/working_environment/health_safety_policy/index.htmhttp://cio-enable.intranet.barclays.co.uk/sp/index.htm?l=/sp/dataprot/menu.htm&r=/sp/dataprot/index.htmhttp://compliance.intranet.barclays.co.uk/compliance/ml_aml_policy_2004.dochttp://compliance.intranet.barclays.co.uk/compliance/fsanc.dochttp://compliance.intranet.barclays.co.uk/compliance/bribery&corruption.pdfhttp://compliance.intranet.barclays.co.uk/compliance/group%20policy%20on%20gifts%20and%20entertainment.pdfhttp://gcf.intranet.barclays.co.uk/GCF/A/Content/Files/defence_policy.pdfhttp://gcf.intranet.barclays.co.uk/GCF/A/Content/Files/defence_policy_additional_guidance.pdfhttp://compliance.intranet.barclays.co.uk/compliance/raising_concerns_policy.pdfhttp://purchasing.intranet.barclays.co.uk/BRC1/jsp/brccontrol?task=channelFWgroup&value=5556&target=_blank&site=src


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Nearly 100 complainants said they had been distressed because they or theirloved 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 theASA ruling, said it was a light-hearted attempt to show people were morelikely 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 weedsand howling in pain. As he ran to a restaurant, scaring diners with hisappearance, police shot him with a tranquiliser dart before arresting him.

A voice-over then said: "Statistically you're more likely to be arrested thanchange your bank account."

More than 20 people complained they or someone they knew had nearly diedfrom 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 thatthey might suffer a severe allergic reaction to a bee or wasp sting andtherefore, despite the farcical turn of events, the ad was offensive to them."

'Horrific'

The commercial breached the advertising code of practice because it causeddistress to "a significant number" of viewers who had experienced a bee stingallergy, 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 12described the advert as "horrific" and unsuitable for television without furtherrestrictions.

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The PR manager of Barclays said: "The advert was intended to convey in alight hearted manner that statistically you are more likely to be arrestedabroad, following a bizarre turn of events, rather than change your bankaccount."

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

Visit allmbastuff.blogspot.com formore reports, notes etc.

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Barclays bee sting advert bannedA Barclays bank advert showing aman 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 theirloved 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 theASA ruling, said it was a light-hearted attempt to show people were morelikely to be arrested abroad than to change their bank account.

It showed a man's face swelling upafter being stung by a bee in his drinkcan.

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

A voice-over then said: "Statistically you're more likely to be arrested thanchange your bank account."

More than 20 people complained they or someone they knew had nearly diedfrom 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 thatthey might suffer a severe allergic reaction to a bee or wasp sting andtherefore, despite the farcical turn of events, the ad was offensive to them."

29

The man in the advert is shot with a tranquiliserdart then arrested

Despite the farcical turn of events,

the ad was offensive to them

ASA spokesman


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'Horrific'

The commercial breached the advertising code of practice because it causeddistress to "a significant number" of viewers who had experienced a bee stingallergy, the ASA found.

The commercial had a broadcast restriction which meant it could not beshown around programmes aimed at children.

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

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

A Barclays spokesman said: "The advert was intended to convey in a lighthearted 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 thosewith 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 wasbanned today after attracting nearly 300 complaints.

The TV commercial for Barclays Bank horrified 293 viewers who found it offensive, including91 people who said it distressed them because they knew people who had suffered a similarattack.

Among those who complained were 23 viewers who said that they or people they knew haddied 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 beshown 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 weedsand mud and howling in pain. He staggered towards a nearby restaurant and collapsed afterpolice arrived and shot him with a dart.

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

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

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

The Broadcast Advertising Clearance Centre, which vets adverts at script stage, said itreviewed seven separate versions of the preproduction script and considered at length boththe 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 waspsting 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 froma 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 [email protected] or phone 020 72399857 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

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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.

Case StudyVisit allmbastuff.blogspot.com for

more reports, notes etc.

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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 allcurrency in the tellers cabin. Mr. Janardhan complied and put all hismoney in a bag. The bandit left unobtrusively through the front door,

jumped in a car, and drove away. Mr. Janardhan immediately soundedthe alarm, ran to his own car, and pursued the bandit. Driving at highspeed, he overtook the bandit, forced him to a stop and chased him onfoot until overtaking him. There ensued a struggle in which Janardhanwas 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. Healso received recognition from various individuals and groups for his

bravery. The bank had a long-lasting policy that a teller, whenconfronted with an attempt at robbery, was to comply completely withthe demands, so as to endanger employees and customers. Each tellerhad been further instructed to give alarm only when it was safe to do soand then to await action by police and insurance agents. Any bankemployee 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 publicmight view Mr. Janardhans discharge from office with misgivings sincehe, after all, saved their deposits. The training officer said that adangerous precedent would be established if any exception to the policywere 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 inthis case i.e. the company policy. As per the company policy, ateller, when confronted with an attempt at robbery, was to complycompletely with the demands, so as to endanger employees andcustomers. Each teller had been further instructed to give alarm onlywhen it was safe to do so and then to await action by police andinsurance 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 bedischarged.

Mr. Janardhan went behind the robbers and successfully detainedthe bandit until the police arrived. During the act he was shot in hisleg. He saved the bank deposits without caring about his life,

because in this act he could have been injured or died. It shows hispositive approach and loyalty towards the Bank After this heroic act,

media gave him a wide coverage and he also received recognitionfrom various individuals and group.

In spite of rewarding him for his bravery, the bank manager felt thatdischarging should punish him because of the companys rigid

policy. The public might view his discharge with misgivings sincehe saved their deposits and it could have created the negative impactin the customers minds.


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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 alsoreward him because he saved the bank deposits and caught therobbers. But in this case, bank manager felt that Mr. Janardhan, byviolating the rules, should be discharged. It could spoil thecompanys image and customers might view his discharge withmisgivings.

Mr. Janardhan did his job extra ordinarily. He was instructed to give

alarm only when it was safe. But after giving the alarm he ranbehind the robbers and successfully caught them with the robbedmoney. It shows his devotion to duty and loyalty to the bank. The

bank should reward him or give him incentives so that it motivateshim and creates a positive approach towards the bank.

The banks rigid policy should be changed for the betterment of thebank.


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Barclays Public Relation Management

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