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Communicating Social and Environmental Issues Effectively [Kietas viršelis]

(Big Sky Strategic Communications, UK)
  • Formatas: Hardback, 208 pages, aukštis x plotis x storis: 198x129x19 mm, weight: 340 g
  • Serija: PRCA Practice Guides
  • Išleidimo metai: 29-Jul-2020
  • Leidėjas: Emerald Publishing Limited
  • ISBN-10: 1838674683
  • ISBN-13: 9781838674687
Kitos knygos pagal šią temą:
Communicating Social and Environmental Issues EffectivelyDidesnis paveikslėlis
  • Formatas: Hardback, 208 pages, aukštis x plotis x storis: 198x129x19 mm, weight: 340 g
  • Serija: PRCA Practice Guides
  • Išleidimo metai: 29-Jul-2020
  • Leidėjas: Emerald Publishing Limited
  • ISBN-10: 1838674683
  • ISBN-13: 9781838674687
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781838674687.html
Raktažodžiai:
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.
About the Author xv
Foreword xvii
Acknowledgement xxi
1 Introduction and Overview
1(24)
Welcome to the Brave New Paradigm
1(3)
An Overview of Relevant Trends
4(3)
Four Key Points
7(3)
Sustainability is about Both Society and the Environment
7(1)
Communicators in Every Sector Need to be Able to Communicate Social and Environmental Issues Effectively
8(1)
This Book is a Practical Guide
9(1)
Bring your Values and Humanity to Work
9(1)
Questions to Consider
10(2)
Structure of this Book
12(4)
Useful Terms and Definitions
16(3)
Corporate Social Responsibility
16(1)
"Greenwash"
17(1)
The Chevron Case Study
17(1)
"Purposewash"
18(1)
"Wokewash"
18(1)
Making the Business Case
19(4)
In Summary
23(2)
2 Seven Key Principles of Communicating Social and Environmental Issues
25(20)
Understand What Sustainability Is -- and Isn't
27(1)
Imagine This...
28(2)
Why are you Going to Communicate Social and Environmental Issues?
30(6)
Creating Clear Aims and Objectives for Social and Environmental Communications
31(2)
"So What?" versus "KAPOW!"
33(1)
Case Study: Husqvarna
34(2)
Understand What you're Communicating
36(2)
Identify, Then Get to Know Your Key Stakeholders
38(1)
Risk-Proof your Approach
38(3)
Conduct a "Pre-mortem"
39(1)
Be Transparent, Particularly if Things aren't Perfect
39(1)
Be Brave
39(1)
Case Study: Unilever and the Journey to Operating more Sustainably
40(1)
Look for Ways to Maximize Opportunities
41(1)
Be Normal. Use Everyday Language
42(1)
In Summary
43(2)
3 Understand your Context
45(26)
The Importance of Communicators
45(1)
About this
Chapter
46(1)
Questions for Consideration
47(1)
On Internal Stakeholders
48(7)
Mapping Internal Stakeholders
50(3)
The Quick Pen Portrait
53(2)
Understand your Organization's Culture
55(14)
Do the Bare Minimum
57(1)
Break the Law
58(2)
Wait and See
60(1)
"Show and Tell"
61(1)
Principles Before Pay
62(1)
Think Ahead
63(2)
Case Study
65(4)
Your Role as a Communicator in your Specific Context
69(1)
In Summary
70(1)
4 Practical Approaches to Understand your Stakeholder Ecosystem
71(24)
Why a Stakeholder Focus is Fundamental
71(2)
Chapter Overview
73(1)
Stakeholders 101
74(1)
What are Stakeholders?
75(2)
Stakeholders and "Publics"
77(1)
Your Relationship to Stakeholders as a Communicator
78(1)
Stakeholder Mapping
79(4)
Stakeholder Mapping 1, 2, 3
80(3)
Get to know your Stakeholders
83(11)
Nine Steps to Create a Pen Portrait
84(5)
A Brief Word on Audience Testing
89(2)
Pen Portrait Categories
91(1)
Sample Pen Portrait
92(2)
In Summary
94(1)
5 Principles of Effective Stakeholder Engagement
95(24)
Chapter Overview
95(1)
Making the Case for Stakeholder Engagement versus Communications
96(4)
Key Definitions
100(2)
Principles of Effective Stakeholder Engagement
102(2)
Consulting Stakeholders
104(9)
The Case for Consultation
105(1)
Step-by-Step: Consulting Stakeholders
106(1)
Planning
107(1)
On Consultation Methods
108(2)
How to Design and Undertake Surveys
110(1)
Consult
111(1)
Analyze and Integrate Feedback
112(1)
What Next?
113(1)
Consultation Method Case Studies
114(2)
One-to-One Meetings
114(1)
Focus Groups
115(1)
Surveys
115(1)
Stakeholder Advisory Panels
116(1)
In Summary
116(3)
6 The Value of Allies, Advocates and Partners
119(24)
The Case for Working with Allies, Advocates and Partners
119(1)
Chapter Overview
120(1)
Defining Allies, Advocates and Partners
121(2)
Case Studies
123(19)
Advocates: How Nike does it
123(3)
Partners: Sky Ocean Rescuereplace: with -- A Masterclass in Effective Partnerships and Impact
126(4)
Working with Allies, Advocates and Partners: Ogilvy's Work in the United States
130(6)
Lessons from Campaigning: Scotland's Fair Trade Nation Campaign
136(6)
In Summary
142(1)
7 Creating an Effective Communications Plan
143(26)
Chapter Overview
143(1)
The Framework
144(22)
Step 1 Create your Strategy
146(1)
What's the Business Case?
146(1)
Create your Working (and Accurate) Definition of Sustainability
146(1)
Clarify your Aims, Objectives and Ideal Outcomes
147(1)
Clarify What You're Communicating
147(1)
Understand and Map your Internal Context
148(1)
Map and Get to Know (Really Know) your Key Stakeholders
149(1)
Decide if Engagement or Communications will Best Achieve you Aims
149(1)
Ask "Will Consulting Stakeholders Enhance the Process and/or Impact of this Project?"
150(2)
Step 2 Create your Plan
152(1)
Ask yourself the Following "Food for Thought" Questions
152(1)
Determine which Tactics and Channels will Reach your Stakeholders
153(2)
Consider How You'll Measure the Effectiveness of your Approach
155(1)
Top Tips for Measurement
156(1)
On Outputs versus Outcomes
157(1)
Develop your Messaging
157(2)
Test Everything-Messages, Tactics and Channels, Assumptions
159(1)
On Qualitative and Quantitative Approaches
160(1)
Consider the Added Value of Allies, Advocates and Partnerships
161(1)
Key Questions on Allies, Advocates and Partners
161(2)
Step 3 Risk-Proof your Approach
163(2)
How to Run a "Pre-mortem"
165(1)
Step 4 Go Forth and Deliver
165(1)
In Summary
166(3)
Appendix 1 Further Resources 169(1)
A.1 General Resources on Communicating Social and Environmental Issues 169(1)
A.2 Building the Business Case 170(1)
A.3 Evaluation and Measurement 170(1)
A.4 Reader Enquiries 170(1)
Appendix 2 Tactical Planning Worksheet 171(2)
References 173(6)
Index 179
Betsy Reed is a sustainability strategist, engagement expert and communications practitioner. Her broad experience over the past 17 years has included overseeing the design of Scotlands first truly national recycling campaign, leading Nestle UKs public engagement work on sustainability and working at Director level for a range of communications agencies. Shes a Member of the PRCA and a Fellow of the UK Royal Society of Arts (RSA), which brings together a global community of fellows to share creative ideas and innovation to solve pressing issues. She holds an MSc in Nationalism Studies from the University of Edinburgh and is currently based in Barcelona.