iso 26000 guide communication plan

Guide for development of ISO 26000 communication plan

WG SR TG2

2008-09-05 VERSION 6

ISO/TMB/WG SR N 159

Guide for development of ISO 26000 communication plan ISO WG SR TG2

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Table of Contents

1 Background................................................................................................................2 2 Purpose and Objectives.............................................................................................2 3 Communication Plan Development............................................................................3

3.1 Timing................................................................................................................3 3.2 Target Audience ................................................................................................4 3.3 Key Messages...................................................................................................6 3.4 Strategies ..........................................................................................................7 3.5 Tactics (information tools) .................................................................................7 3.6 Special Communication Considerations............................................................8

4 Guide for development of ISO 26000 communication plan 4.1 General..............................................................................................................9 4.2 Pre-Publication ................................................................................................18 4.3 At Publication ..................................................................................................21 4.4 Post-Publication ..............................................................................................24


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1 Background

ISO is in the process of developing the future ISO 26000 standard to provide voluntary guidance on Social Responsibility. ISO 26000 will add value to existing initiatives for social responsibility by providing harmonized, globally relevant guidance based on international consensus among expert representatives and so encourage the implementation of best practice in social responsibility worldwide. ISO is taking action to ensure that the standard will benefit from broad input by all those with an interest in social responsibility. This is being achieved by a balanced stakeholder representation in addition to geographical and gender-based balance. The objective is to produce a guidance document, written in plain language that is understandable and usable by non-specialists, and is not intended for third party certification. The Working Group on Social Responsibility (WG SR) established a Task Group on Communication (TG2) to ensure transparency and to raise awareness about all activities related to the WG SR. In an effort to broadly communicate the WG SR activities, TG2 developed this Guide for development of ISO 26000 communication plan to assist National Standards Bodies (NSBs) in raising awareness within their own countries by delivering an accurate and consistent message about WG SR activities. 2 Purpose and Objectives

The purpose of the Guide for development of ISO 26000 communication plan is to provide guidance to all ISO members on communicating with stakeholders and the general public, focusing on: • Awareness raising • Increasing effective participation • Preparing future users for implementation of ISO 26000 • Strategies for communicating with decision makers The objective of the plan is to ensure the effective dissemination of a consistent and accurate message about ISO 26000. The plan is intended to assist groups in setting priorities and ensure the limited resources dedicated to the communication of WG SR activities are focused on the most important tasks. The plan will help clarify objectives, target audiences, and appropriate communication strategies and tactics to deliver key messages.


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The WG SR activity communication objectives can be divided into: • General (throughout development of ISO 26000) • Pre- ISO 26000 publication • Publication of ISO 26000 • Post- ISO 26000 publication 3 Communication Plan Development

Communication strategies and tactics should be customized based on the target audience and communication timing. 3.1 Timing

It is important to identify natural links and appropriate timing for communication activities. For example, communication activities about WG SR may be timed with other relevant current events. The following general timeline has been identified as a starting point for planning WG SR communication activities:

Timing Objectives

General • Communicating with stakeholders and the general public

• Awareness raising and interest building in SR in general and ISO 26000

• Resolve misunderstanding (e.g., not MSS, not trade barrier, benefits of reduced risk)

• Increase uptake of ISO 26000

• Increase demand for SR from the public

Pre-publication • Attract donors for SR Trust Fund

• Increase effective participation in WG SR and mirror committees

• Enhance role of mirror committees

• Preparedness for use of ISO 26000

Publication • Adoption of ISO 26000 by NSB

• Effective communication with decision makers

• Wide recognition of publication date

Post-publication • Promotion of the use of ISO 26000


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3.2 Target Audience

Broad categories of target audiences include, but are not limited to:

Target Audience Categories

Description Examples and Usage

Consumers Independent organizations which:

• advocate the interests of consumers before other organizations and governments

• are not-for-profit in character

• are not involved in the advancement of commercial interests, although it may engage in trading activities related to the provision of consumer information and to promoting its own work

• are not affiliated with any political partyAnd organizations or agencies that are active in consumer affairs. Such an organization or agency may for example, specialize in one particular consumer issue such as standards, law or consumer protection.

• General public

• Consumer associations

• Implement SR and acknowledge those organizations that use ISO 26000

Government Any public sector body that operates at the local, national, regional or international level. The public sector body may take the form of a department, independent commission, board, bureau, office, agency, government owned or controlled corporation of the government.

• Regions and provinces beyond the scope of the WG SR

• Policymakers

• "SR Procurement” policy administrators

• Implement SR and recognize those organizations that use ISO 26000

Industry Enterprises that manufacture products or provide services and pursue primarily commercial interests. Such enterprises exist of any size and legal form and may operate at local, regional or international level. Also includes employer organizations, business associations, special industry organizations and trade associations representing various industries at the

• SMEs

• For-profit sector

• “SR Procurement” policy administrators

• Purchasers

• Policy makers

• Decision-makers within organizations


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national, regional and international levels. • Implement SR and recognize those organizations that use ISO 26000

Labour Workers and independent representative workers’ organizations.

• Labour unions


NGO A non-profit association of individuals or organizations that has public interest objectives related to the topic of Social Responsibility or any of its component issues.

• Community-level, local, or regional

• Not-for-profit sector

• Conference organizers


Support, Service, Research, and Other (SSRO)

Organisations and individuals that seek to:

• advance understanding of SR through education, training, academic study and research

• develop voluntary standards, codes of practice and SR related tools

• provide services related to the implementation and support on SR activities.

• Academia: - Students at all levels,

primary and secondary schools

- Educational Institutes - Professors - Administrators - Professional Students - Young Students

• National Standards Bodies and Mirror Committees

• Consultants


• Provide education on the meaning and use of ISO 26000

Trust Fund Donors

Organizations, governments, individuals, etc. who may be potential trust fund

• Existing SR Trust Fund Donors


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donors. • Potential SR Trust Fund Donors

Sector Specific

Sector specific approach. • Financial and banking

• Energy and water supply

• Communication

• Insurance

• Transportation

• Healthcare

• Consumer products

International Organizations

• United Nations

• UN Global Compact

• OECD

• WBCSD

• International Financial Institutions


Miscellaneous • Influential individuals (e.g., celebrities, politicians)

• Media

3.3 Key Messages

The communication objectives for different target audiences and timing should be recognized. Since there are many ways of communicating about WG SR activities, it is important to know which messages and ideas will resonate with a given audience at a given point in the development process of ISO 26000. The different motivations of the audiences should be fully understood. To ensure the message has been adequately focused, key messages should be captured in a clear and simple single sentence.


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3.4 Strategies

Selecting a strategy depends on the objectives and a clear understanding of the target audience and their motivation. A strategy may be proactive or reactive, low profile or high profile, be directed at a local jurisdiction or nation-wide, etc. In developing a communication strategy one should consider major communications opportunities and/or impediments. Opportunities to partner with other organizations may be beneficial in terms of funding communication activities as well as strengthening the message delivery. 3.5 Tactics (information tools)

Tactics assist in operationalising the strategy and describe how key messages will be delivered to target audiences. In selecting and prioritizing tactics, one should consider available resources and effective methods. Possible communication activities include: • Adapting texts or presentations to new audiences • Articles in newspapers, weekly and monthly magazines, whether specialized or

general-interest • Publications in scholarly journals • Media events (e.g., interviews, television or radio presentations) • Press conferences • Speeches, conferences, participation in seminars and/or promotion of them. ISO WG SR and TG2 have developed several resources available for communication activities, including: • FAQs • WG SR Newsletters • News Releases • SR Registered Presenter Program • WG SR Brochure • Public website (www.iso.org/sr): This website includes documents giving the

background to ISO’s SR initiatives, documents and press releases on the progress of the work and how it is being carried out, the membership and structure of the WG SR, how to participate in the development of ISO 26000, newsletters, the development timeframe, and other information.


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3.6 Special Communication Considerations

The activities of WG SR and the topic of social responsibility in general can be complicated and sensitive. Special communication considerations should be taken into account when developing and delivering key messages for different audiences. Some special communication considerations are listed below. 1. Political sensitivities 2. Misrepresentation of ISO 26000 3. Perceived competition or contradiction to existing national/regional/international

standards 4. Inherent cultural ethical values 5. National, cultural, religious flavour of the communications 6. Consideration of locally relevant issues 7. Risk management of standard (i.e., clear message not to misuse the standard) 8. Access to information (i.e., different target audiences may have different

communication needs and capabilities - for example, internet accessibility may be an issue for some audiences)

9. Limited resources for developing communication program


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4 Guide for development of ISO 26000 communication plan

4.1 General

GENERAL

Target Audience

Key Message Strategies Tactics (information tools)

Special Considerations

General (applicable to all Target Audiences)

The approach of communication initiatives should start by finding the “connecting point”, were current issues of interest of the target public are in someway impacted/addressed by ISO 26000. In this way, communicators will not directly try to convince the public that SR/ISO 26000 is important to them. It will gain public’s interest by showing that their agenda is affected by ISO 26000 (and show them the opportunities that arise from this).

Specific (below)


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GENERAL

Target Audience



Consumers

Understand your rights Be aware of your role in the quest for sustainability (or sustainable development)

Show the connection of SR to the main concerns consumer organizations already have. Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders. Educate on what SR is and make the term “SR” commonly used Consumers will go back to their own networks and encourage use ISO 26000 Raise awareness of consumers to increase demand for goods and services from suppliers/providers that use ISO 26000

Mass media (e.g., public broadcasting, articles, free advertising) ISO Website SR Day Special events Forums Catchy phrases and mottos Sample slogans: Do the RESPONSIBLE Thing: ISO 26000 Brochure: SR Issues and how they are addressed by ISO 26000 Encourage participation on National Mirror Committees Explain how SR contributes to sustainable development


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GENERAL

Target Audience



Government

ISO 26000 is a guidance standard Not intended to create trade barriers Not intended to compete with the political process, nor to undermine the rule of law and public policies. Importance of ISO 26000 in assisting organizations to contribute to sustainable development Importance of ISO 26000 in assisting organizations to compete responsibly

Raise awareness of using ISO 26000 in government departments to contribute to sustainable development Encourage governments to promote the use of ISO 26000 in their suppliers of goods and services Develop government policies that encourage all organizations to use ISO 26000 Provide support/incentives to all organizations to use ISO 26000 Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

Policy development Preparation and delivery of briefing sessions, briefing kits FAQ document Align WG SR meetings with major decisions about SR or policies related to SR that will be made Multi-stakeholder Forum on ISO 26000


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GENERAL

Target Audience



Industry Identify and manage risk and opportunities Achieve sustainable competitive advantage ISO 26000 can assist in overcoming non-tariff trade barriers Get involved now The business community - particularly smaller and mediums sized companies - should be well-informed about SR

Awareness of ISO 26000 and its value Encourage major purchasers and suppliers to use ISO 26000 Call for companies to use ISO 26000 to help them establish and implement SR programs in their companies Industry associations to work with governments to highlight the value of the use of ISO 26000 Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

National seminars/workshops Supply chain development around SR and ISO 26000 Major purchasers to provide support for SMO suppliers Raise expectations – all organizations using ISO 26000 should inform their stakeholders about the benefits of the use and encourage them to consider using ISO 26000 themselves


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GENERAL

Target Audience



Labour Compliance with applicable law and intergovernmental instruments (ILO Conventions and UN Universal Declaration on Human Rights) Enhancing employability is one of the social issues encountered by organizations Making employment accessible to all ISO 26000 can improve the quality of life of workers Easier to achieve freedom of rights and collective bargaining

Labour organizations (unions) to encourage their employers and suppliers to use ISO 26000 Encourage their labour organizations to use ISO 26000 Overcome reservations related to the use of ISO 26000 through practical support and cooperation of other stakeholders Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

National seminars/workshops Articles in Trade Union magazines Public broadcasting ISO Website Education and training on ISO 26000 and it's value to organizations and employees Encourage participation on National Mirror Committees

Translation is important (also to NGOs, consumers and SMEs) Financial support may be a challenge (also to NGOs, consumers and SMEs)

NGO ISO 26000 can positively influence human rights, social, environmental, and

Raise awareness of using ISO 26000 to contribute to sustainable development

Promotional material ISO Website National


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GENERAL

Target Audience



consumer issues ISO 26000 will provide NGO organizations with implementation guidance

Promote the use of ISO 26000 in all organizations including their own Encourage governments and major purchasers to promote the use of ISO 26000 in their suppliers of goods and services or spheres of influence Encourage government policies that promote the use of ISO 26000 in all organizations Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

seminars/workshops Education and training on ISO 26000 and its value to organizations and employees Encourage participation on National Mirror Committees

Support, Promote that NSBs and Raise awareness of using Identify and present at


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GENERAL

Target Audience



Service, Research, and Other (SSRO)

Liaisons are contributors to the development (ISO Brand recognition) Academic - Educating future leaders Conferences - Attract a different audience Hot topic, Innovative conference topic

ISO 26000 to contribute to sustainable development Promote the use of ISO 26000 in all organizations including their own Encourage governments and major purchasers to promote the use of ISO 26000 in their suppliers of goods and services or spheres of influence Encourage government policies that promote the use of ISO 26000 in all organizations Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

related conferences Develop user-friendly Guides Share best practices Encourage inclusion in curriculum, develop curriculum standards/guidelines Deliver courses in public institutions (not just a tool for consulting) Young Students – Wikipedia, contests for logos and mottos ISO WG SR – Registered Presenter Program NSB´s and members of National Mirror


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GENERAL

Target Audience



Committees should be expected to endorse the new ISO and communicate to their stakeholders

Trust Fund Donors

Importance of ISO 26000 in assisting organizations to contribute to sustainable development ISO 26000 can improve the quality of life of workers and reduce negative impacts on the environment ISO 26000 will provide NGO organizations with implementation guidance

Raise awareness of using ISO 26000 to contribute to sustainable development Provide support/incentives to SMO's to use ISO 26000 Clarify that SR – as it is approached by ISO 26000 – is not a tool for “green washing”, and that to be effective it depends a lot on the participation of stakeholders.

One-on-one sessions Conferences Case studies

Sector Specific

Sector Specific application guidelines Issue specific guides (e.g., implementation of ISO 26000 in small and medium organizations)


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GENERAL

Target Audience



Stakeholder group specific guidelines

International Organizations

Tool for implementing their principles

Miscellaneous Aligning the “SR” message with influential people

Press Releases


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4.2 Pre-Publication

PRE-PUBLICATION

Target Audience





Specific (below)


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PRE-PUBLICATION

Target Audience



Consumers

Government

Industry Track and influence ISO 26000 development

Identify modes of influence on national WG SR Industry Expert and NSB to ensure clear articulation of industry views

Form Industry SR fora in Trade Associations and the NSB Develop consensus industry positions on key SR issues Develop and use co-ordinated industry comments on successive drafts of ISO 26000 Organize and implement validation process among representative sample of potential industry users

Track and influence ISO 26000 development

Labour What is going on concerning ISO 26000

Inform unions on the development and the project plan of ISO 26000 Explain why ISO 26000 is so

National seminars/workshops Articles on Trade Union magazines

Financial assistance to participate in WG SR meetings


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PRE-PUBLICATION

Target Audience



important for unions Public broadcasting ISO Website Education and training on ISO 26000 and its value to organizations and employees Encourage participation on National Mirror Committees

NGO


Trust Fund Donors

Regional conferences

Sector Specific

Miscellaneous


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4.3 At Publication

AT PUBLICATION

Target Audience





Specific (below)


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AT PUBLICATION

Target Audience



Consumers ISO 26000 contributes to sustainable development

Increase demand from consumers for good and services from suppliers/providers that use ISO 26000

Mass media (e.g., public broadcasting, articles, free advertising) ISO Website SR Day Special Events Forums

Government Develop government policies that encourage all organizations to use ISO 26000

National seminars/workshops ISO Website Education and training

Industry Ensure fullest possible industry awareness of ISO 26000 publication

Extend and support ISO and NSB publicization of ISO 26000

Contribute articles in trade press Publicize industry’s full involvement in development Organize seminars introducing ISO 26000

SMO awareness and needs

Labour ISO 26000 can be a tool for achieving organization of workers improve the quality

Inform unions on the scope and the contents of ISO 26000

National seminars/workshops Articles in Trade Union

Need to have cooperation with employer (if legal


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AT PUBLICATION

Target Audience



of life of working people Provide information on the role of unions in the implementation of ISO 26000 in organizations

magazines Public broadcasting ISO Website Education and training

compliance is not required)

NGO


Trust Fund Donors

Sector Specific

Miscellaneous


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4.4 Post-Publication

POST-PUBLICATION

Target Audience





Specific (below)


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POST-PUBLICATION

Target Audience



Consumers The implementation of ISO 26000: consequences for consumers’ rights

Seminars/workshops Mass media ISO Website

Government The implementation of ISO 26000 at a national level

Develop government policies that encourage all organizations to use ISO 26000

Seminars/workshops Multi-stakeholder Forum on how the implementation of ISO 26000 is working at a national level

Industry How is it working?

Educate and support Encourage vocal feedback

Organize Seminars/workshops Organize/provide HELP line facilities Contribute to keeping SR in the forefront of attention Encourage new-comers to SR to report on their experience on getting started with ISO 26000 help

SMO up-take and experience


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POST-PUBLICATION

Target Audience



Encourage experienced SR practitioners to say how ISO 26000 has helped them to go further

Labour The implementation of ISO 26000: consequences for workers’ rights and union organizations

Seminars/workshops Articles in Trade Union magazines Public broadcasting ISO Website Education and training

NGO


Reports, surveys on the implementation of ISO 26000 at a regional and sector level

Trust Fund Donors

Best practices in implementing ISO 26000

Inform stakeholders on best practices in implementing ISO 26000

International Conferences on Best Practices

Sector Specific

Miscellaneous


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iso 26000 guide communication plan

Documents