Description

This course will show you how to develop an effective CSR communication strategy. After discovering the challenges of this type of communication, you will see how to avoid the main pitfalls and implement the appropriate approach and tools.

Who is this training for ?

For whom ?

Communication managers and managers (companies, associations, NGOs, administrations, communities, etc.).

Prerequisites

Training objectives

Identify your role and its limits in a CSR approach

Define the objectives of CSR communication

Choose the focus of your CSR communication

Select the media for your communication

Training program

• Understand the context of CSR and sustainable development (SD)
  • Definition and principles of SD, CSR and responsible communication.
  • Environmental awareness.
  • The influence of NGOs.
  • What are the consequences of this changing society for the company? Why communicate on its CSR? Example International benchmark.
• Develop a responsible organizational approach
  • What role for the communications department in a CSR approach?rnKnow the regulations and standards (ISO 26000, ISO 14001, ISO 20121).
  • Responsibility for the message, support and dissemination.
  • Focus: how to avoid Greenwashing?rnThe method of 3 prerequisites and 3 stages: message, support and control.
  • The governance of organization for a responsible communication strategy.
  • Evaluation and control.
  • Exercise: rnLabels, product labels and claims.
  • How to identify yourself? What perception do you have of your company's CSR? What impact in terms of communication?
• Define the objectives of your CSR communication
  • What are the goals to achieve? Conduct an analysis and define them.
  • Identify your stakeholders.
  • Build your positioning.
  • Choose coherent lines of communication.
  • More information, less dreams.
  • Collective reflection Examples and discussions on good and bad practices.
• Define what to communicate and on what media
  • Mobilize internally on the CSR approach.
  • Highlight the company's commitment to stakeholders, product and service offerings.
  • CSR content strategies On and Offline, the opportunity of Web 2.
  • 0.
  • Know the different elements of the CSR report.
  • The public relations: what angle of attack for which media? What distribution? The case of advertising on CSR and sustainable development.
  • Recommendations for eco-socio-responsible media.
  • Life cycle analysis tools.
  • How to select your partners and subcontractors for a lasting relationship? Case study Case study based on the examples of the participants and the communication actions resulting from the activity.