Successful CSR

Sir Martin Sorrell said: ‘CSR is not the icing on the cake. Doing good is good business’. What did he mean? This webinar explains how social purpose is today a key factor in corporate and brand PR programmes and shows how to incorporate the basic tenets of CSR/CSI in your thinking about client communications.
If you are new to PR you are lucky: there is no longer any question about the social responsibility of companies and brands. But how should we initiate a CSR programme which truly reflects the vision and values of our client or employer? We need to be original. It’s a challenge.
The webinar looks at numerous examples. Do they work? If not, why not? It recommends steps we can take in coming up with creative options for both recommending new CSR initiatives and making the most of CSR campaigns to which our clients are already committed.

Event Overview

The webinar covers:

Stakeholder mapping: different messages for different audiences

Ascertaining USPs or Primary Differentiation. The Arielle Jackson Technique

What makes a successful media message? Seven Key Criteria

Avoiding jargon, corporate-speak and obscurity

Securing clients’ approval: a method for presenting media messages

Testing media messages before deployment

Monitoring and evaluating media messages’ effectiveness

How and when to review the media message set

The webinar gives examples to illustrate its recommendations. Participants can download a set of notes and check-lists afterwards.

Who should attend:

This course is aimed at anyone writing media material or content.

How attendees will benefit:

The attendees will get a better understanding of how to translate what clients want to say into what the media wants to hear.

What attendees will learn:

The attendees will learn how to persuade clients to adopt messages that will interest their media customers.

Materials:

• Hard copy (or online copy) of the PowerPoint slide deck
• List of relevant books, articles, sites and blogs
• Checklists, cue-sheets and fast-facts where appropriate
• E-mail address for questions after the course

The presenter is Adrian Wheeler, former CEO of GCI UK, who started out as a local newspaper reporter. He is the author of two PRCA Practice Guides: ‘Crisis Communications Management’ and ‘Writing for the Media’, both published by Emerald Worldwide.

 

Event Type: Webinar

 

Trainer: Adrian Wheeler FPRCA