Communicating Social and Environmental Issues Effectively.

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 -- In Summary -- 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 -- In Summary -- 5-Principles of Effective Stakeholder Engagement -- Chapter Overview -- 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 -- In Summary -- 6-The Value of Allies, Advocates and Partners -- The Case for Working with Allies, Advocates and Partners -- Chapter Overview -- Defining Allies, Advocates and Partners -- Case Studies -- Partners: Sky Ocean Rescue - A Masterclass in Effective Partnerships and Impact -- In Summary -- 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 -- In Summary -- 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.

This is the definitive guide to planning and delivering great communications on complex social and environmental issues. Including real-world case studies, practical exercises and clear frameworks, this book helps leaders, managers and marketing professionals plan, risk-proof and execute effective communications strategies.

Description based on publisher supplied metadata and other sources.

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2024. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.