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Much
of the excellent work done by companies goes unrecognised
inside and outside the business. This is because no one
bothers to tell the story. Or it is told so badly that no
one listens.
This is unforgivable, given that reputation is a critical
element of the business case for corporate responsibility
(CR). We can help.
Telling stories
We develop CR communications strategies for our clients.
These include key messages, audience mapping, channels and
tactics. Then we help put the plan into action.
We help our clients tell their stories by using a mix of
conventional communications techniques, our Global
CR Who’s Who, lateral thinking, and large quantities
of common sense.
Our objective is to encourage others to tell and re-tell
engaging stories. We start by defining the audience and
make sure we understand their needs. Then we tell them what
the company has done, in an appropriate style and tone.
Credibility is crucial in corporate responsibility, so these
communications need to be factual rather than promotional.
But that doesn’t mean they have to be boring.
Helping Unilever get the message
across
At Unilever we have worked closely with our associate, Richard
Aldwinckle, to devise, write and illustrate a series of
four-page documents. These recount activities ranging from
climate-friendly ice-cream chillers to sustainable fishing
in South Africa.
As well as being mailed directly to members of our Global
CR Who’s Who around the world, summaries of these stories
form a central part of Unilever’s website, helping
to convey key messages.
We find that many of these stories are retold in books,
newspapers, academic papers, business school case studies,
and at conferences.
Also with Unilever – and thinking laterally –
we helped improve understanding of CR among employees by
organising and managing an annual photo competition on the
theme of responsible business.
We use many other tactics and channels. We love to think
of new ways to communicate. Call us to find out how we can
help you devise effective CR communications strategies. |
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