A company’s core values should reflect its beliefs and the guiding principles that inform its conduct. In today’s world, with consumer skepticism of major corporations at an all-time high, it’s critical that those core values inform all significant corporate decisions and, importantly, all communications related to those decisions. Any perceived discrepancy between a company’s stated values and its actions can severely undermine its credibility with consumers. Again, communications are key to ensuring that consumers and other stakeholders, who are increasingly expecting companies to be responsible stewards and corporate citizens, can feel confident that a company is making good on its promises.