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PurPle
Building CSR Into Your
Communications
Strategy
Three Seismic Shifts Require New Playbook
The End
Of Trust
Power To
The People
The Rise Of
Shared Value
Leading Companies are Activating Around Purpose
Successful companies can only create
solutions to some of the world’s toug...
4
MSLGROUP’s PurPle offering helps business and non-profit leaders
drive positive impacts by catalyzing collaborative soci...
A Purpose-Inspired Brand
WHAT:
The intersection between a brand’s purpose and benefits
and stakeholder’s passions and beli...
Develop programs to
energize people
Build a platform to
organize people
Articulate a purpose
to inspire people
Tell storie...
 Are you using storytelling, symbols & celebrations to capture hearts?
CSR + Communications Checklist
 Do you have a cle...
Sheila McLean
Co-Lead, NA PurPle
sheila.mclean@mslgroup.com
202.261.2881
Thank You
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Building CSR Into Your Communications Strategy

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Presented to the PRSA-NCC Chapter on July 11, 2013 by Sheila McLean, SVP and PurPle (Purpose + People) Co-lead of North America

Published in: Business, Economy & Finance
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Building CSR Into Your Communications Strategy

  1. 1. PurPle Building CSR Into Your Communications Strategy
  2. 2. Three Seismic Shifts Require New Playbook The End Of Trust Power To The People The Rise Of Shared Value
  3. 3. Leading Companies are Activating Around Purpose Successful companies can only create solutions to some of the world’s toughest problems by working collaboratively. Business must engage — with communities, governments, customers and each other — because the status quo is not an option. — Jeff Immelt, CEO, GE ―If (social media activists) can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds,‖ – Paul Polman, CEO, Unilver
  4. 4. 4 MSLGROUP’s PurPle offering helps business and non-profit leaders drive positive impacts by catalyzing collaborative social innovation and grassroots change movements. The specialty delivers best-in-class strategy, approaches, ideas and execution in the broad corporate purpose areas of health, environment, education and human potential.
  5. 5. A Purpose-Inspired Brand WHAT: The intersection between a brand’s purpose and benefits and stakeholder’s passions and beliefs BRAND’S PURPOSE  The reason why an organization exists, beyond profits or shareholder value  Often rooted in the organization’s history and personal values of founders  Aligned with corporate values PEOPLE’S PASSIONS  Tapped into human truths, motivations and desires  Layered on emotional benefits  Infused into all communications
  6. 6. Develop programs to energize people Build a platform to organize people Articulate a purpose to inspire people Tell stories to spark participation 1 2 3 4 Time PositiveChange Source : PurPle.mslgroup.com How to Capture Hearts & Minds, Drive Participation
  7. 7.  Are you using storytelling, symbols & celebrations to capture hearts? CSR + Communications Checklist  Do you have a clearly articulated purpose?  Is your commitment credible & authentic to attract heads?  Are you communicating in real-time?  Are you collaborating with internal and external stakeholders?  Do you have a clear call to action that drives participation?  Have you set & communicated clear, demonstrable goals?
  8. 8. Sheila McLean Co-Lead, NA PurPle sheila.mclean@mslgroup.com 202.261.2881 Thank You

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