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Messaging brands in CSI communications - Tshikululu Social Investments workshop 2010
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Messaging brands in CSI communications - Tshikululu Social Investments workshop 2010

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Presented during Tshikululu's first Serious Social Investing workshop, which took place on 25 and 26 February 2010. Paul Pereira (Executive: Public Affairs, Tshikululu Social Investments) discusses ...

Presented during Tshikululu's first Serious Social Investing workshop, which took place on 25 and 26 February 2010. Paul Pereira (Executive: Public Affairs, Tshikululu Social Investments) discusses appropriate and effective ways to design CSI communications.

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Messaging brands in CSI communications - Tshikululu Social Investments workshop 2010 Messaging brands in CSI communications - Tshikululu Social Investments workshop 2010 Presentation Transcript

  • Messaging brands in CSI communicationspresented by Paul Pereira Tshikululu: Executive Public Affairs
  • Introduction
    We live in an era of crass exploitation of suffering for perceived image and commercial gain.
    It must never be our style.
  • A competitive world
    “We all live under the same sky,
    But we don’t all have the same horizon.”
    - Konrad Adenauer
  • Immediate commschallenges
    • CSR – business and society
    • CSI – business in society
    • Supportive role
    • Bulk of work “on the ground”
    • Maximise community advantage
    • Demonstrate partner respect
    • Run CSI comms in line with the rest
  • More challenges
    • CSI not income-generating
    • Misunderstanding messaging as straight marketing
    • Reputational dip tank
    • Community development-fatigue
  • Why CSI comms?
    • Company image in community (incl. employees)
    • Assist projects attract support (exposure and brand strength)
    • Spread learnings
  • How…CSI comms
    • Careful of projects/events we do not control
    • Dating signage
    • Don’t overwhelm
    • Suitability
    • Pass the glory
  • Other thoughts
    • CSI not frivolous activity
    • Perceived power relationships
    • Donors not really empowering
  • When should we communicate?
    • Always
    • All commsis an exercise in relationship-building, when you think important, and when not
    • News always competes
    • Work the message at any opportunity, even if no immediate result
  • When should we communicate (cont.)
    • “Own” a particular message and position in battle of ideas and perception
    • You cannot decide when the battle is crucial
    • Talk, even if you think media is unfair, won’t listen, misses point, ignorant, stupid, malevolent
  • What should we say?
    • The same thing again and again and again!
    - Choose particular and limited message set
    - Differentiate yourself
    - Avoid clichés and tired thought
    - Go for facts
    - Keep messages few, simple, understandable
  • V for Victory
    • Jimmy Carter vs. Ronald Reagan
    • Barack Obama
    (Devising the UNIQUE message)
  • Remember…
    Talk simply
    Talk often
    Talk to truth