Communication Matters - our blog on trends and events


No Spin Here: Transparent, Two-Way Communication Builds Trust

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.

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