Consider the following questions:

1. What are the most important features of a good friendship?

2. How does a good friendship develop? What does it take to maintain?

3. What kinds of behaviors can strain a friendship?

Did your answers to question #1 include things like trust? Generosity? Real concern for each other’s well-being? The willingness to stand up for each other? Did your answers to question #2 include things like open and truthful communication? Common values and interests? Shared experiences? And did your answers to question #3 include things like betrayal of trust? Taking unfair advantage? Deception?

Now put yourself in the position of a marketing communication manager. How could you apply the principles of friendship to your company’s relationships with its stakeholders?

What benefits would come from that? How would you accomplish that?