Building CSR Into Your Communications Strategy
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Presented to the PRSA-NCC Chapter on July 11, 2013 by Sheila McLean, SVP and PurPle (Purpose + People) Co-lead of North America
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Building CSR Into Your Communications Strategy
- 1. PurPle Building CSR Into Your Communications Strategy
- 2. Three Seismic Shifts Require New Playbook The End Of Trust Power To The People The Rise Of Shared Value
- 3. Leading Companies are Activating Around Purpose Successful companies can only create solutions to some of the world’s toughest problems by working collaboratively. Business must engage — with communities, governments, customers and each other — because the status quo is not an option. — Jeff Immelt, CEO, GE ―If (social media activists) can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds,‖ – Paul Polman, CEO, Unilver
- 4. 4 MSLGROUP’s PurPle offering helps business and non-profit leaders drive positive impacts by catalyzing collaborative social innovation and grassroots change movements. The specialty delivers best-in-class strategy, approaches, ideas and execution in the broad corporate purpose areas of health, environment, education and human potential.
- 5. A Purpose-Inspired Brand WHAT: The intersection between a brand’s purpose and benefits and stakeholder’s passions and beliefs BRAND’S PURPOSE The reason why an organization exists, beyond profits or shareholder value Often rooted in the organization’s history and personal values of founders Aligned with corporate values PEOPLE’S PASSIONS Tapped into human truths, motivations and desires Layered on emotional benefits Infused into all communications
- 6. Develop programs to energize people Build a platform to organize people Articulate a purpose to inspire people Tell stories to spark participation 1 2 3 4 Time PositiveChange Source : PurPle.mslgroup.com How to Capture Hearts & Minds, Drive Participation
- 7. Are you using storytelling, symbols & celebrations to capture hearts? CSR + Communications Checklist Do you have a clearly articulated purpose? Is your commitment credible & authentic to attract heads? Are you communicating in real-time? Are you collaborating with internal and external stakeholders? Do you have a clear call to action that drives participation? Have you set & communicated clear, demonstrable goals?
- 8. Sheila McLean Co-Lead, NA PurPle sheila.mclean@mslgroup.com 202.261.2881 Thank You
Notes de l'éditeur
- The intersection of three seismic shifts -- the end of trust, the rise of shared value and power to the people – has made it imperative for organizations to integrate purpose, participation and performance.People have more information than ever before and trust organizations less. In fact, trust in all organizations, including corporations and governments, is at an all-time low across the world"Ernst & Young recently found a40% year-over-year growth rate in sustainability shareholder resolutions and predicted that a full half of all shareholder resolutions in 2012 will be sustainability related.Expect corporate sustainability programs to shift from public-focused greenwashing to more robust risk management and environmentally conscious operationsPeople are demanding that organizations not only rediscover their social purpose but also put it at the core of how they conduct their business and engage with their stakeholders, to create shared value.Purpose- and Values-driven organizations outperformed the general market and comparison companies by 15:1 and 6:1, respectively. - Built to Last, James Collins and Jerry Porras
- WHY: To drive affinity, equity, sales and “soul”HOW: By developing and communicating platforms, programs, promotions and partnerships within cause marketing, corporate social responsibility, and grassroots movementsThe reason why an organization exists, beyond maximizing profits or shareholder value. Often rooted in the organization’s history and the personal values of the founders.
- Attract their HEADS through authentic, impactful programs 2. Appeal to their HEARTS through storytelling that taps into passion points. 3. Align their HANDS through simple, relevant calls-to-actionWant to capture hearts and minds, drive participation, create and share storiesTo catalyze positive change, organizations need four PurPle change drivers: a purpose to inspire people, a platform to organize people, programs to energize people and stories to spark participation. We have measured these drivers through Purpose, Storytelling, Engagement and initiatives in the opportunity areas