الاتصال المسؤول للمنظمات : مبررات التوجه و المخاطر على السمعة

الملخص EN

Today, organizations live in a world in which there are increasing societal expectations and environment towards them, which prefer more ethical and responsible practices, so that the satisfaction of all interested parties and their confidence in the organization becomes a major issue that requires the logic of responsibility in their actions and communication.

consequently, organizations are obliged to adopt social and environmental policies of a communication.

the responsible communication is a strategic tool aimed at addressing the challenges of credibility, legitimacy, transparency and accountability.

as, it is a communication translates the organization's total commitment into concrete ways.

so, it takes into account the environmental, social and societal aspects of the published messages, and the transmission methods that it uses.

this article aims firstly to explore the reasons for the organizations' orientation to responsible communication, and secondly to highlight the risks to their reputation.