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Björn Edlund´s presentation on WPRF
 

Björn Edlund´s presentation on WPRF

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Björn Edlund´s presentation from World Pubic Relations Forum

Björn Edlund´s presentation from World Pubic Relations Forum

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    Björn Edlund´s presentation on WPRF Björn Edlund´s presentation on WPRF Presentation Transcript

    • Communications and Sustainability Can business leaders learn societal competence? World PR Forum Stokholm 14 June 2010  Björn Edlund former EVP Communications Royal Dutch Shell plc. Independent Consultant Board Member  Edlund Consulting Ltd.                                                           Institute of Human Rights and Business Senior Advisor  Senior Visiting Fellow to Burson Marsteller, EMEA  Henley Business School
    • Societal competence – no sustainability without it Is the leadership ready for stakeholder interaction? Do your business leaders understand how public  opinion is formed? Can the leaders assess non‐technical risk? Are leaders trained to manage issues through a  mixture of assertiveness and compromise? Do leaders understand how vulnerable the company  is in the public plaza? How can business frame and shape a debate about  delivering both customer value and societal value?
    • Societal competence – Lesson 1 Brand and reputation Hope Biases Trust Self‐interest Fears Investors Customers Corporate Identity Communication Who we are and  Academics Communities/ Corporate what we stand for Citizens Reputation Behaviour Employees Government NGOs Media Performance Effective relationships How we see & portray  Interaction with  Overall estimation  ourselves stakeholders by stakeholders     3
    • Challenging landscape • The oil and gas industry brings jobs, investment,  technology solutions, mobility, productivity,  progress, prosperity...and a daily warm shower... • But  • Linkage to global warming • Operations in environmentally sensitive  areas • High income (for high investment) • Big Oil – Big Company – trust? • Huge desire for alternative energy... HQ The Hague 2009 4 At the Brent Spar 1995
    • Can you hear the other dialogue? Pyramid of Influence Integrated programme Sphere of Cross Information Opinion forming elite PR including       engagement More Upstream – Gvt  Internal               Profitable  Relation Comms Downstream s Brand  campaign Mass audience Traditional model New world order • Building relationships is more than just filling  • And become more aware of the drivers per  up a direct communication channel stakeholder group • Linear stakeholder engagement approach  • Advocacy and winning the must‐ win battles is a  does not reflect reality  highly tactical game • We need to better understand ‘the other  • Don’t forget the young, more positive and news‐ dialogue’ around us… savvy generation 5
    • So what do we do with all this?
    • State your case – One reputation plan ‐ Four key themes from 2005 onwards Key messages on  Primary themes Shell’s position  Strategy and Global Reputation Plan per theme The energy challenge Technology and  innovation Basis for all internal and  Finding factual  external communication  Respect for people and the environment proof points on   channels and  Preferred partner all messages stakeholder meetings Mining for  Marrying desirable  Underlying themes authentic and  message components as  Delivering corporate strategy & business  human stories emotional appeal, factual  performance data and authenticity Management excellence Helping leaders  to improve  story‐ telling 7
    • Integrated approach for key stakeholders Active media strategy with  Engagement series interviews and available  based on  Toolkit for  opinion articles,  Country Chairs advertorials, social media  Advertising campaign techniques communicating Shell’s  position and innovative  Specific engagement with  PR   engagement solutions based on message  Brand Governments using locally  house   tailored global messaging on  Gvt  energy frameworks relations Linking external programme  CVPs  Continued web dialogues on  with internal  Retail Shell.com and national  Internal   Comms communications to involve  websites involving Special  and inspire employees Publics… CVP programme on Shell  …and Energy –Concerned  stations helping customers to  Consumers, providing them a  emit less and save money +  platform for energy debates and  reach energy citizens solutions 8 2009 ‐ More energy, CO2 solutions
    • How do we develop better societal competence? 1. Do leaders understand how vulnerable the company is in the  public plaza?  – How can we help  business leaders understand how public opinion is  formed? 2. Can the communications professionals help leaders assess  non‐technical risk?  – How do we prepare the leadership for stakeholder interaction? 3. Can business frame and shape a debate about delivering  both customer value and societal value?  – How can leaders be trained to manage issues through a mixture of  assertiveness and compromise?
    • Björn Edlund Edlund Consulting Ltd. edlund@bluewin.ch.