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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