Many enterprises are managed under the principles of corporate sustainability which, with different degrees of intensity, invest in the legitimacy of the brand and not only in differentiation aspects. Enterprises that have the right attitude towards their employees, suppliers, authorities, investors and customers; but which are unable to translate these experiences into a perception shared by the public opinion.
This can and must certainly be achieved, but it also implies carrying out significant changes both to the communication structure (resource allocation, organization of functions and procedures) and the form of dialoguing with the stakeholders.
Iván Pino, Director of Online Communication of LLORENTE & CUENCA Spain
Georgina Rosell, Director of CSR and Corporate Foundations of LLORENTE & CUENCA Spain