Communicating social and environmental issues effectively /
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 c...
| 第一著者: | |
|---|---|
| フォーマット: | Licensed eBooks |
| 言語: | 英語 |
| 出版事項: |
United Kingdom :
Emerald Publishing Limited,
2020.
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| シリーズ: | PRCA practice guides.
|
| オンライン･アクセス: | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=2378985 |
目次:
- 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.