There are some who still believe that public relations is all about “spin” – and, let’s face it, on occasion, perhaps it still is.
But when the PR and communications relate to sustainability and corporate social responsibility, any attempt at spin needs to be replaced by a sincere commitment to transparency, so says a new article from Environmental Leader, The Executive’s Daily Green Briefing.
And such stakeholder communication needs to be two-way, not just statements from the company. The World Wildlife Federation believes two-way communication will help companies “future-proof” their business.
Honest, genuine stakeholder engagement builds trust, and trust builds loyalty, and loyalty among internal and external constituents builds the business. That’s where the Three P’s come together.