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Communication in Responsible Business by Roger N. Conaway

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Chapter 8

Nonverbal Stakeholder Communication

Actions speak louder than words, but not nearly as often. Don’t say the old lady screamed. Bring her on and let her scream.

—Mark Twain

A common belief is that communication is only about words and talk. Nevertheless, when saying no words at all, one cannot avoid communicating. Nonverbal communication conveys more meaning in social conversation than the words themselves.1 In this chapter we focus on nonverbal communication through the design of the company’s responsible business activities. We will use two examples to illustrate the effect of nonverbal communication design on stakeholders, the UK-based fruit smoothie maker Innocent and the Japanese car manufacturer Toyota. Such nonverbal communication ...

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