However, several factors have recently companies realize that sustainability is an investment that can generate tangible benefits. Most notably, research is increasingly showing that customers value supporting businesses that are socially responsible (Good business deeds, 2004). There is growing consumer awareness that the negative consequences of poor decisions by a single business entity are shared by everyone. In particular, the public's anxiety over environmental problems is encouraging patronization of businesses that are making sustainability efforts and we are seeing an increased interest in our customers regarding our efforts in this area. Further, an organization's reputation in the community and its reputation for social responsibility are drivers for employee engagement (Corporate social responsibility: It's no longer an option, 2008). For all these reasons, corporate social responsibility is receiving priority in business communications. Conclusion

In summary, businesses simply can't function without effective business communication. The list of concerns for a business communicator is constantly growing and the issues are becoming ever more complex. Tackling these is very important because customers, employees, partners and investors are more like to respond in a more favorable way if there is good business communications. This, of course, translates into greater profits, more investment and employee retention which are all critical for success in today's competitive market.

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