Communication is famously a skillful art. Every day, we come across examples of poor and failed communication in the media\u2014whether it\u2019s politicians and parties contradicting themselves in statements, or companies stumbling, especially when caught red-handed doing something foolish. Despite all these everyday communication blunders, we as a company or organization must have the courage to communicate\u2014including about sustainability.<\/p>\n\n\n\n
I won\u2019t go into a deep definition of communication here - let\u2019s just say that it is, above all, interaction and influence, and it always has a purpose. Generally speaking, communication aims to create some kind of change in the recipient\u2019s emotions, awareness, or behavior. So, this isn\u2019t something we do just for the fun of it.<\/p>\n\n\n\n
Good communication is much more than that. It builds a sense of community\u2014not only within the organization and its stakeholders but also between them. Effective communication can inspire, motivate, and support target audiences to take action in line with the company\u2019s goals and communication objectives.\n\nGood communication also listens to its audiences and enables dialogue between parties. It builds trust. That\u2019s why we now talk about communication as constructive, respectful interaction and dialogue - unlike the old-fashioned notion of \u201cinforming,\u201d which was based on one-way messaging rather than genuine two-way engagement.<\/p>\n\n\n\n
\n
At its best, communication is constructive dialogue that respects all parties.<\/p>\n<\/blockquote>\n\n\n\n
Sustainability communication means sharing information specifically about a company\u2019s or organization\u2019s social responsibility\u2014its related goals, plans, actions, and outcomes. The same principles apply to sustainability communication as to communication in general: it must always be planned and based on the company\u2019s strategy. The responsibility actions communicated through sustainability communication are not separate events\u2014they support the company\u2019s core business and its objectives.\n\nAdditionally, communication should be open, clear, multichannel, and timely. And it certainly doesn\u2019t hurt if the results of that communication can be measured.<\/p>\n\n\n\n
All of the above is, of course, easier said than done\u2014but we\u2019re not talking rocket science here either. To succeed in communication, we need a clear understanding of how communication can support the achievement of the company\u2019s strategic goals and what communication tools we have at our disposal to do so.\n\nWith this reflection, we\u2019ve already laid the foundation for the company\u2019s communication plan\u2014a document that outlines the channels, timelines, objectives, and metrics to serve as a roadmap for the company\u2019s communication over the year. The communication plan is a handy tool that makes communication visible even to those who aren\u2019t responsible for it in their daily roles.<\/p>\n\n\n\n
Open, clear, multichannel, and timely communication leaves little room for rumors and misunderstandings. This benefits both the company\u2019s employees and its stakeholders. At best, everyone understands the company\u2019s direction and the reasons behind it.\n\nAn open communication culture encourages not only employees but also other stakeholders\u2014such as customers\u2014to get involved and raise concerns or highlight problems. A supportive atmosphere that approaches issues with a positive mindset benefits everyone\u2014and strengthens communication as well.<\/p>\n\n\n\n
Responsible sustainability communication does not, in principle, differ from the general guidelines of communication. However, what sets truly responsible sustainability communication apart is that every message is backed by a concrete action. It communicates truthfully about relevant and tangible sustainability matters.\n\nEven unpleasant issues must be communicated openly and honestly. And if a mistake has been made, it should be acknowledged, apologized for, and learned from. All vague or wishful \u201csustainability fluff\u201d should be avoided, as it easily raises suspicions of greenwashing.\n\nResponsible sustainability communication is aligned with the company\u2019s strategy and actions\u2014always keeping the mission clearly in mind.<\/p>\n\n\n\n
Sustainability - and with it, sustainability communication - is a planned, goal-oriented, and continuously evolving process that is never truly complete. This is also influenced by the fact that consumers\u2019 values and priorities can change rapidly.\n\nCompanies must therefore closely monitor the times, trends, and changes, and adapt not only their operations but also their communication accordingly. Through planned, open, and responsible sustainability communication, a company makes its sustainability work visible to all - thereby increasing its value not only for the company itself but also for its stakeholders.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Responsible communication \u2013 key points summarized on one slide<\/p>","protected":false},"excerpt":{"rendered":"
Viestint\u00e4 on tunnetusti taitolaji. T\u00f6rm\u00e4\u00e4mme medioissa p\u00e4ivitt\u00e4in esimerkkeihin huonosta ja ep\u00e4onnistuneesta viestinn\u00e4st\u00e4: milloin poliitikot ja puolueet sekoilevat lausunnoissaan tai yritykset kompuroivat erityisesti silloin, kun j\u00e4\u00e4v\u00e4t rys\u00e4n p\u00e4\u00e4lt\u00e4 kiinni jostain h\u00f6lm\u00f6ilyst\u00e4\u00e4n. Kaikista n\u00e4ist\u00e4 jokap\u00e4iv\u00e4isist\u00e4 viestinn\u00e4n karilleajoista huolimatta meid\u00e4n yrityksen\u00e4 ja organisaationa on uskallettava viesti\u00e4 \u2013 my\u00f6s vastuullisuudesta. En nyt l\u00e4hde t\u00e4ss\u00e4 […]<\/p>\n","protected":false},"author":1,"featured_media":1244,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[4,6,35,57,61,59,7],"class_list":["post-369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-yritysvastuunperusteita","tag-kestava-kehitys","tag-vastuullisuus","tag-vastuullisuusviestinta","tag-viestinta","tag-viestintakulttuuri","tag-vuoropuhelu","tag-yritysvastuu"],"yoast_head":"\n
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