Effective communication is essential for any relationship to work. Research implies that when communicating on a business level, others should always be considered. More importantly, one should always consider if “they are being fair to others” (Cardon, p. 12). Fairness is very important because as mentioned the effects of having effective communication, it is also important to recognize that fairness is also important as well. For instance, being fair exemplifies both aspects of “caring and character.” This approach requires time and planning to ensure that the highest level of “fairness” is being exemplified. Such that, the FAIR approach is described as a test that allows the evaluation of communication (Cardron, p. 12). Effective communication can portray professionalism as well as a societal view of the company’s effort to uphold ethical standards (www.yourbusiness.azcentral.com). The FAIR approach can be a comprehensive approach in evaluating a person’s ability to provide factual information, transparency, effects of communication, and respect (Cardron, p. 12). According to research, in order for communication to be considered as “ethical” is must be factual, accurate, non-deceptive, and complete” (www.yourbusiness.azcentral.com). For instance, if a business/representative provides feedback that is indeed factual, their presentation must align with the facts. The character of the company could then be misunderstood which would cause the reputation of the company to be questioned. Based upon social responsibility, the responsibility of any company includes exemplifying ethical standards as seen through the character of others and the competency of the organization to prove their standards. The FAIR approach serves as a way for organizations, employers, and anyone involved to ensure that communication is being subjected in a fair, yet professional manner. Although the FAIR approach was designed to help ensure that communication is being projected in a professional manner, it can also serve as the basis to establishing trust between the organization and stakeholders. As mentioned, the level of trust impacts the relationship (Caldron, p. 13); thus, the utilization of the FAIR approach should be substantial and significant in all forms of business communication. References: Cardon, P. (2013). Business Communication: Developing leaders for a networked world. New York: McGraw-Hill/Irwin. P. 12, 13 Thompson, S. (1990). “About Ethical Communication in Business.” Retreived 1/13/2018 from www.yourbusiness.azcentral.com).