Strategic Objectives

In representing the ethics and transparent government and public affairs industry in South Africa, we develop, implement and administer initiatives in pursuit of the following strategic objectives:

1. Ethics, Standards and Conduct

To formulate best practice and internationally benchmarked South African codes, frameworks, guidelines, practice notes and tools and resources to guide and inform high standards of ethical practice, quality and conduct.

2. Transparency and Accountability

To develop tools and instruments for promoting transparency and disclosure.

3. Legitimacy, public trust and reputation

Continuously cultivate and reinforce the legitimacy, public trust, reputation and acceptance of our industry as a meaningful and constructive feature of South Africa democratic fabric and tapestry.

4. Appropriate regulation and professionalisation

To be at the forefront of activities, discourse and thought leadership to secure, shape and inform our industry’s ‘license to operate’ and its professionalisation.

5. Knowledge, expertise and thought leadership

To be a trusted and knowledgeable thought leader, subject matter expert and resource base within and for our industry in South Africa and for our South African industry regionally, continentally and on the global stage. This includes through developing and maintaining relevant and insightful:

• Knowledge resources, data, research and analysis;
• Content assets and collateral;
• Case studies, best practices and benchmarking; and
• Knowledge exchange and information sharing.

6. Advocacy, Reputation, Publicity and Representation

We proactively and continuously work to profile and position the ALU and our industry through the following initiatives to cultivate understanding and socialization of our industry:

• Advocacy and lobbying;

Awareness raising campaign, including to demystifying concepts, practices and terminology;

• Public and media relations, marketing and events;
• Reputation building and management;
• Stakeholder relations and engagement; and
• Represent our industry in key national, continental and international forums and platforms.

7. Strategic relations

Actively pursue, cultivate and maintain recognition, cooperation, collaboration and partnerships with international fraternal organisations and other relevant bodies. This includes:

• The private sector;
• Civil society;
• Academia;
• Public bodies and authorities;
• Regional, international and multi-lateral organisations; and
• Allies endorsees, ambassadors and supporters