Building CSR Into Your Communications Strategy

PurPle

Building CSR Into Your Communications Strategy

Three Seismic Shifts Require New Playbook

The End Of Trust

The Rise Of Shared Value

Power To The People

Leading Companies are Activating Around Purpose Successful companies can only create solutions to some of the world’s toughest problems by working collaboratively.

Business must engage — with communities, governments, customers and each other — because the status quo is not an option.

— Jeff Immelt, CEO, GE

“If (social media activists) can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds,” – Paul Polman, CEO, Unilver

MSLGROUP’s PurPle offering helps business and non-profit leaders drive positive impacts by catalyzing collaborative social innovation and grassroots change movements. The specialty delivers best-in-class strategy, approaches, ideas and execution in the broad corporate purpose areas of health, environment, education and human potential. Â

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A Purpose-Inspired Brand BRAND’S PURPOSE  The reason why an organization exists, beyond profits or shareholder value  Often rooted in the organization’s history and personal values of founders  Aligned with corporate values

PEOPLE’S PASSIONS  Tapped into human truths, motivations and desires  Layered on emotional benefits  Infused into all communications

WHAT: The intersection between a brand’s purpose and benefits and stakeholder’s passions and beliefs

Positive Change

How to Capture Hearts & Minds, Drive Participation

Time

Source : PurPle.mslgroup.com

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Articulate a purpose to inspire people

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Build a platform to organize people

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Develop programs to energize people

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Tell stories to spark participation

CSR + Communications Checklist

 Do you have a clearly articulated purpose?  Is your commitment credible & authentic to attract heads?  Are you communicating in real-time?  Are you collaborating with internal and external stakeholders?  Are you using storytelling, symbols & celebrations to capture hearts?  Do you have a clear call to action that drives participation?  Have you set & communicated clear, demonstrable goals?

Thank You Sheila McLean Co-Lead, NA PurPle

sheila.mclean@mslgroup.com 202.261.2881