building csr into your communications strategy
DESCRIPTION
Presented to the PRSA-NCC Chapter on July 11, 2013 by Sheila McLean, SVP and PurPle (Purpose + People) Co-lead of North AmericaTRANSCRIPT
PurPle Building CSR Into Your Communications Strategy
Three Seismic Shifts Require New Playbook
The End Of Trust
Power To The People
The Rise Of Shared Value
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
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.
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
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
Posi
tive
Cha
nge
Source : PurPle.mslgroup.com
How to Capture Hearts & Minds, Drive Participation
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?
