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Date/Time
Date(s) - 09/03/2022
2:30 pm - 4:00 pm


Event Overview

How will attendees benefit

  • Webinar participants will understand the roots of purpose-driven communication, dating back to the 19th Century and see how those principles are being applied to the best purpose-driven campaigns of today.
  • You’ll learn how purpose relates to an organisation’s strategy, mission, vision and values, and how purposeful communication can deliver real business value in the era of ESG and integrated reporting. Case studies will guide you to the dos and don’ts of communicating corporate or brand purpose.

Who should attend

  • The course has been designed for any PR and communication practitioner (in-house or agency) leading or delivering purpose-driven communication programmes for their agency or internal clients – as well as for marketing, business development and communication teams on either side of the fence.

What attendees will learn

The course will cover:

  • The original 19th Century origins of corporate responsibility, CSR and purpose
  • The application of those principles to PR and communication campaigns in 2020
  • The importance of linking purpose relates to an organisation’s strategy, mission, vision and values
  • The power of purposeful communication in delivering business value in the context of integrated reporting
  • Good, bad and ugly case studies of purposeful communication in action
  • The dos and don’ts of purposeful communication and communicating purpose

Materials

  • Follow-up slides and videos will be shared on request

Pre-training instructions

Attendees are asked to attend ready to answer the following questions:

  • What is your definition of a purpose-led organisation and/or a purpose-led campaign?
  • Which purpose-led campaign have you seen – or been involved in – which impressed you most and why?

Summary

Even a cursory review of recent PR awards might suggest that a campaign needs to be ‘purposeful’ to have a chance of winning one of those coveted awards? But with growing concerns about ‘woke washing’ and questions being asked about whether Purpose is just the latest trend, we’ll challenge the idea that Purpose is actually new.

We’ll see how the work of the original Quaker confectionery companies of the 19th Century can inform the best purpose-driven communication of today – brought to life by recent good, bad and ugly case studies. And with ESG and integrated reporting starting to give a much harder edge to purpose, we’ll examine how purpose should relate to an organisation’s strategy, mission, vision and values to deliver real business value.

Trainer: Rod Cartwright FPRCA

Bookings

Bookings are closed for this event.