Abstract
Although the philosophy of ethical and socially responsible communication management'practices has a long history and has been described in great detail, the notion of thecommunication manager as an ethical/moral ombudsperson is relatively new.With increasing numbers of communication managers now forming part of the dominantcoalition/strategic decision-making team in many organisations, the real influencethat these individuals have over the values that organisations accept should be criticallyassessed.The new role of the communication manager is conceptualised as constituting twospheres of responsibility. Internally the communication manager should be facilitatingthe establishment and acceptance of ethically/morally acceptable organisational values.These values will then figure in external organisational behaviour, while thecommunication manager will act as the eyes and ears of the society in which he/sheoperates.
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