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Communication in Responsible Business by Roger N. Conaway

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Chapter 1

Setting the Stage

CSR principles and the question of how to communicate them represent a challenge for businesses (…), but also an opportunity, as they can potentially increase the financial worth of companies very significantly.1

Communicating responsibility is probably the most critical part of the responsible management process. Getting the job right can create value in different ways among the various stakeholders that affect or are affected by your business.2 Communicating well with these groups is the essence of communicating responsible business.

Let’s compare two companies and examine how they communicated social and environmental topics to their stakeholders. One might guess it to be an unequal match between TOMS shoes, a ...

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