DEVELOPING AN ANALYSIS MODEL FOR COMMUNICATING ETHICAL RESPONSIBILITY
DEVELOPING AN ANALYSIS MODEL FOR COMMUNICATING ETHICAL RESPONSIBILITY

Summary/Abstract: The two terms, analysis and self-analysis, are often treated as synonyms when used as research tools in corporate communications. That is particularly the case when it comes to business organizations without much prior knowledge and experience dealing with complex tasks that address contemporary issues. One of these tasks, which is becoming more popular, comes from the area of social responsibility. Many business organizations, especially the ones operating internationally, are working on improving their public standing precisely by using one or several of the four responsibility dimensions – economic, legal, ethical, and philanthropic. Ethical responsibility is one of the more popular dimensions, especially in Southeast Europe today. This responsibility dimension concentrates on implementing and improving inner standards, defined by the business organizations, that are determined to better the treatment of all stakeholders. But mere implementation and active usage aren't enough to convert the audience's opinion or significantly shift one's reputation. What is also needed is dynamic and cyclical communication that covers all the essential issues from the topic while including as many participants from the internal and external public as possible. That is the reason for a model that can analyze the communication of ethical responsibility, both inner and outer, but can also serve as a guiding tool for business organizations with low experience with social responsibility. What makes it especially essential is its implementation in countries in the process of legal EU integration and the lack of application of ethical principles in the workplace. Since the EU has the highest standards regarding ethical responsibility, this issue can be especially crucial for the country's economic and political future

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