ABSTRACT
This chapter considers the development of socially responsible business; definitions of social enterprise and its policy setting; public relations challenges and solutions for the social enterprise sector; sector opportunities; and case studies. The growth of the sector should, despite the growing number of competitors, be seen as an opportunity as it will eventually mean a clearer definition and subsequently a clearer understanding amongst customers and stakeholders. Showing personality and the social need for its existence will engage stakeholders in its aim to do social good. Its product or service needs to be leading in its sector to gain market share and the communications activity needs to align with this. As a consumer product, Divine is able to use its packaging to promote its ethical credentials, however, to compete with corporate brands it has seen a shift from initially prioritizing the ethical credentials to instead pushing the quality of the product.
