Sustainability: Where Corporate Communicators Add Value

One of the many things I experienced as a graduate student in the College of Communication at Boston University was the opportunity to design, manage and analyze a research-based thesis project.  I chose to combine my passion for sustainable business with my communication and research training to identify the fundamental knowledge and skills needed by communication professionals to help maximize corporate commitments.

I began by researching previous studies and found companies with truly strategic, integrated and authentic sustainability communications are rewarded with internal and external support for their initiatives.  Valuable communication strategies align with business objectives to ensure appropriate and operational support. Unfortunately, I also discovered many corporate sustainability communication still lack strong commitment in:

1.      Authenticity, Accountability, Transparency - The content, format and frequency of sustainability communication impacts a company’s perceived authenticity and accountability.  Any misalignment between communications and company practices can result in a lack of authenticity around sustainability efforts as the messaging may came across as corporate speak.

2.      Integrated Communication across Stakeholder Groups - When sustainability is truly integrated into corporate strategy, it should be reflected in communication with all constituents. The more integrated the communications, the clearer the commitment by the company to stakeholders. 

3.      Stakeholder Engagement - A company’s willingness to engage stakeholders in sustainability-specific dialogue is a critical component of successful sustainability communication.

4.      Effective Information Channels – Conflicting agendas limit the availability of valuable resources for corporate communicators to learn about sustainability issues and how to address them. Many companies, therefore, are planning sustainable programs without an accurate understanding of the external environment.    

For those looking for quick answers, I’m sharing an executive summary with the study’s primary findings. However, the full report includes thorough background and discussion on the current status of sustainable business and the role of corporate communicators. So, pick you poison and as always, feedback is welcome.