Responsive and responsible communication practices: a pluralist perspective

Richard J. Varey

Chapter Chapter 4 in Raising the Corporate Umbrella, 2001, pp 62-81 from Palgrave Macmillan

Abstract: Abstract Why is it that The Body Shop has such a strong brand that positions the firm with apparently “honest” products? A brand position moreover that is associated with environmental concern and social justice? Could integrated communication be the answer? If one were to ask founder Anita Roddick about The Body Shop’s efforts to craft and use integrated communication, she would likely counter with a query about the meaning of the question.Yet, The Body Shop has apparently succeeded in managing business and workplace communication as an authentic aspect of its corporate culture. Corporate image stems from clear and solid values that visibly operate within the company, and not just from the “creative” pen of an advertising or public relations agency. This reinforces the distinction raised by Zorn in Chapter 2 between solid values and the doctrine of spin.

Keywords: Public Relation; Organization Design; Communication Management; Internal Marketing; Enterprise Community (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55458-0_4

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DOI: 10.1057/9780230554580_4

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