Communicating social and environmental issues effectively / authored by Betsy Reed (Big Sky Strategic Communications, UK).

Format:

Book

Author/Creator:

Reed, Betsy, author.

Series:

PRCA practice guides.

PRCA practice guides

Language:

English

Subjects (All):

Communication in the environmental sciences.

Communication in the social sciences.

Environmental policy--Social aspects.

Environmental policy.

Business communication.

Physical Description:

1 online resource (206 pages).

Edition:

1st ed.

Place of Publication:

Bingley, UK : Emerald Publishing Limited, 2020.

Summary:

As awareness of social and environmental issues becomes more central to business and reputational success, communications and marketing professionals need to be able to make the most of opportunities to communicate effectively about these issues. This is the definitive guide to planning and delivering great communications on complex social and environmental issues. Outlining the steps needed to plan, risk-proof and execute effective communications strategies, the book provides a clear framework to help leaders, communications managers and marketing practitioners build the knowledge and skills needed to spot risks and opportunities around complex issues, such as climate change and ethical supply chains. Including real-world case studies, practical exercises and further reading, each chapter offers a beginning-to-end framework: from making the business case and mapping stakeholders, to messaging, framing relevant tactics, and then risk-assessing the plan. Whether a local authority, brand, educational institution or senior leader, this guide will equip you with all the necessary skills to make your communications effective.

Contents:

Intro

Half Title Page

Title Page

Copyright Page

Dedication Page

Contents

About the Author

Foreword

Acknowledgement

1-Introduction and Overview

Welcome to the Brave New Paradigm

An Overview of Relevant Trends

Four Key Points

Sustainability is about Both Society and the Environment

Communicators in Every Sector Need to be Able to Communicate Social and Environmental Issues Effectively

This Book is a Practical Guide

Bring your Values and Humanity to Work

Questions to Consider

Structure of this Book

Useful Terms and Definitions

Corporate Social Responsibility

"Greenwash"

"Purposewash"

"Wokewash"

Making the Business Case

2-Seven Key Principles of Communicating Social and Environmental Issues

Understand what Sustainability Is - and Isn't

Why are you Going to Communicate Social and Environmental Issues?

Understand What You're Communicating

Identify, then get to know your key stakeholders

Risk-proof Your Approach

Conduct a "Pre-mortem"

Be Transparent, Particularly if Things aren't Perfect

Be Brave

Look for Ways to Maximize Opportunities

Be Normal. Use Everyday Language

In Summary

3-Understand Your Context

The Importance of Communicators

About this Chapter

Questions for Consideration

On Internal Stakeholders

Mapping Internal Stakeholders

Understand your Organization's Culture

Do the Bare Minimum

Break the Law

Wait and See

"Show and Tell"

Principles Before Pay

Think Ahead

Your Role as a Communicator in Your Specific Context

4-Practical Approaches to Understand Your Stakeholder Ecosystem

Why a Stakeholder Focus is Fundamental

Chapter Overview

Stakeholders 101

What are Stakeholders?

Stakeholders and "Publics"

Your Relationship to Stakeholders as a Communicator.

Stakeholder Mapping

Stakeholder Mapping 1, 2, 3

Get to Know Your Stakeholders

Nine Steps to Create a Pen Portrait

A Brief Word on Audience Testing

Pen Portrait Categories

Sample Pen Portrait

5-Principles of Effective Stakeholder Engagement

Making the Case for Stakeholder Engagement Versus Communications

Key Definitions

Principles of Effective Stakeholder Engagement

Consulting Stakeholders

The Case for Consultation

Step-by-Step: Consulting Stakeholders

Planning

How to Design and Undertake Surveys

Consult

Analyze and Integrate Feedback

What Next?

Consultation Method Case Studies

6-The Value of Allies, Advocates and Partners

The Case for Working with Allies, Advocates and Partners

Defining Allies, Advocates and Partners

Case Studies

Partners: Sky Ocean Rescue - A Masterclass in Effective Partnerships and Impact

7-Creating an Effective Communications Plan

chapter Overview

The Framework

Step 1: Create Your Strategy

What's the Business Case?

Create your Working (and Accurate) Definition of Sustain­ability

Clarify your Aims, Objectives and Ideal Outcomes

Clarify What You're Communicating

Understand and Map your Internal Context

Map and Get to Know (Really Know) your Key Stakeholders

Decide if Engagement or Communications will Best Achieve you Aims

Ask "Will Consulting Stakeholders Enhance the Process and/or Impact of this Project?"

Step 2: Create your Plan

Ask yourself the Following "Food for Thought" Questions

Determine which Tactics and Channels will Reach your Stakeholders

Consider How You'll Measure the Effectiveness of Your Approach

Top Tips for Measurement

Develop your Messaging

On Outputs Versus Outcomes.

Test Everything-Messages, Tactics and Channels, Assumptions

Consider the Added Value of Allies, Advocates and Partnerships

Step 3: Risk-Proof your Approach

Step 4: Go Forth and Deliver

Appendix 1-Further Resources

A.1. General Resources on Communicating Social and Environmental Issues

A.2. Building the Business Case

A.3. Evaluation and Measurement

A.4. Reader Enquiries

Appendix 2-Tactical Planning Worksheet

References

Index.

Notes:

Includes index.

Includes bibliographical references.

Print version record.

ISBN:

9781838674694

1838674691

9781838674670

1838674675