4. Conclusion

Ethics and communication are not words that go very well together. We have mainly dealt with the communication of ethics in the case of companies, and we have identified a number of difficulties that stem from the fact that they are quite opposite in nature. By its very nature, ethics is more of an internal process, and companies, like individuals, often begin by asking themselves questions about their identity before tackling ethical issues. The image we spontaneously form of a company that would be a model in this area (the ethical company) would be drawn more towards modesty and "just measure" than towards communication. After all, Aristotle considered prudence ("phronesis") to be an ethical virtue. But today we live in a communications society, and as the Palo-Alto School taught us, it's impossible not to communicate. Of course, this motto was applied to human behavior, but we can generalize...