Presented during Tshikululu's first Serious Social Investing workshop, which took place on 25 and 26 February 2010. Paul Pereira (Executive: Public Affairs, Tshikululu Social Investments) discusses appropriate and effective ways to design CSI communications.

1. Messaging brands in CSI communicationspresented by Paul Pereira Tshikululu: Executive Public Affairs

2. Introduction We live in an era of crass exploitation of suffering for perceived image and commercial gain. It must never be our style.

3. A competitive world “We all live under the same sky, But we don’t all have the same horizon.” - Konrad Adenauer

5. CSI – business in society

6. Supportive role

7. Bulk of work “on the ground”

8. Maximise community advantage

9. Demonstrate partner respect

11. Misunderstanding messaging as straight marketing

12. Reputational dip tank

14. Assist projects attract support (exposure and brand strength)

16. Dating signage

17. Don’t overwhelm

18. Suitability

20. Perceived power relationships

22. All commsis an exercise in relationship-building, when you think important, and when not

23. News always competes

25. You cannot decide when the battle is crucial

28. Barack Obama(Devising the UNIQUE message)

29. Remember… Talk simply Talk often Talk to truth