Communication for sustainable companies is a dialogue: an ongoing, two way, interactive process which involves listening as much as talking, and includes non-verbal as well as verbal exchange. These companies are far less opportunistic when it comes to communicating with stakeholders. The reason they enter into dialogue with their employees, or communities, or environmental NGOs, is the fact that these entities are interconnected in some way, be they interested in, concerned about, or affected by the company’s operations. The ingredients of effective communication are good, basic common sense. Be open. Share information. Not just the good stuff, also the bad and the in-between. And not just the boring facts; also the hopes and dreams, the passions and emotions. Talk about the serious things (the so-called hard facts) when they need talking about. But don’t forget to share the lighter moments as well. Very important – don’t tell lies (or even bend the truth). But once there is a track record of honesty, trust what the other says.
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