Responsibility for sustainability

In the past, sales were made when a company managed to position itself through advertising, marketing or Public Relations (PR) and told customers what they thought they should know about its products or services. But today, in a globalized world, customers will only do business if they agree with and like the company, if the corporate social values are in line with their ideas and if they are transparent and known.

This is a significant change and companies need to think about what it means for them. Price and quality are insufficient if credibility is lacking. Companies have to reveal who they are, how they think, how they treat others and what their vision of the world is.

To win the trust of customers, partners and the market, follow some of these PR recommendations:

• Carefully analyze how you communicate with your audience in every way. Make sure that all stakeholders understand their point of view and values and identify with them.
• Review your position on social networks and be aware that some of them are under heavy criticism. Put transparency at the top of your priorities because it is equivalent to trust. Your company culture must be authentic and transparent.
• Publicize your brand and reveal it in the media. Stand out and spread your opinion. In the age of fake news trust is in media with a good reputation.
• Make sure you meet your customers' needs by offering good experiences on your website and social media, making them trust what you do.
• Provide relevant information about your service to the sector and customers and keep your promises. Do what you say you're going to do and let your corporate values become ingrained in the company's DNA.

In conclusion, for a path of responsibility towards sustainability, be aware as a company of the needs and desires of your customers. stakeholders and try to match it.