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Gender and Cultural Diversity Matters |
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Page 2 of 4
"A conversation… is an opportunity to find out what people would like
to know about us, and then to tailor a response that has the potential
to give us a significant strategic edge.
The great challenge for all of us in business is to understand that if
we want to grow our businesses, develop our brands, and add value for
our shareholders, then we have to engage all our stakeholder groups in
conversation."
In other words, it's no good simply telling people what you think they
should know, the typical mode of business communication. Instead, it's
about developing your listening skills and immersing yourself in the
kind of conversation at hand.
Maybe this is what makes Sandra so good at "flitting from flower to
flower" and holding together the myriad profiles in her life? She's a
'professional conversationalist for the twenty-first century. A Passion
for Social Justice Sandra is quick to add that a driving force behind
her high energy and adaptability is her passion for whatever she's
doing. When her passion is stimulated, she strives to be the very best
that she can be, and has no trouble staying interested and tuned in.
So, what especially arouses Sandra's passion?
The answer is a strong sense of social justice, and it's this passion
for social justice that ties together the many strands of Sandra's
portfolio.
Sandra has always been active in a range of social issues at the
community and government levels. She has had extensive involvement with
the Women's Electoral Lobby. She has also been President of the YWCA of
Sydney, board member of UNICEF, and Chair of the Australian Council for
Women, the Federal Government's advisory body for the 4th UN Conference
on Women held in Beijing in 1995. Moreover, Sandra's involvement in the
community and government has had a profound influence on the way she
conducts herself in business.
As Chair of the Australian Council for Women, for example, and in the
lead up to the Beijing Conference, Sandra conducted around thirty
consultations with groups of women around Australia. These included
women from rural and regional areas, women with part-time jobs, older
women, and women living on the fringes of capital cities. Sandra
regards these consultations as one of the most formative experiences of
her professional life.
"It really brought home to me how differently women in rural and
regional Australia, and women who work as opposed to career women,
think and use language. For someone who has been in the communication
industry for as long as I have, I found that really interesting. It
brought home to me how differently we use the language we have in
common."
Hence Sandra's deepened understanding of the value of conversations in
her business life. Sandra tells us that Saatchi & Saatchi is taking
an increasing interest in social justice issues as well. Last year, the
company produced a book on cause-related marketing, and this has
brought Sandra into more contact with not-for-profit organisations.
Because it was a topic that she was intrinsically interested in, she
got involved. "I help not-for-profit organisations to think about how
they might leverage the value of their brands and work in better and
more productive partnerships with business."
One other way that Sandra has forged links between the commercial world
of Saatchi & Saatchi and the community and government is through a
huge report conducted last year for the Australia Council promoting the
value of the arts to Australians. Advertising, Sandra maintains, is
about persuading people to change their minds through understanding and
trust. Rather than view it as an instrument for social engineering, we
could consider advertising as a great tool for social good. Indeed, the
Australia Council report has led to a number of important arts
initiatives. It has also served as a handy means by which Sandra can
fuel her life long passion for the arts, and she in fact continues to
chair the media and arts committee for the Australia Council.
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