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.
Chapter 1. Building the business case for strategic social and environmental communications
Chapter 2. Key principles of communicating social and environmental issues
Chapter 3. Understanding your context - what kind of organisation you're working with and your own roleChapter 4. Uncovering and refining your aimsChapter 5. Understanding your stakeholders and stakeholder ecosystem
Chapter 6. Principles of effective engagement
Chapter 7. Building allies, advocates and partnerships
Chapter 8. Creating a stakeholder-focused communications approach
Chapter 9. Risk-proofing your approach
Chapter 10. Conclusion
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 Scotland’s first truly national recycling campaign, leading Nestle UK’s public engagement work on sustainability and working at Director level for a range of communications agencies. She’s 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.
