Messaging brands in CSI communicationspresented by Paul Pereira Tshikululu: Executive Public Affairs<br />
Introduction<br />We live in an era of crass exploitation of suffering for perceived image and commercial gain. <br />It m...
A competitive world<br />“We all live under the same sky,<br />But we don’t all have the same horizon.”<br />- Konrad Aden...
Immediate commschallenges <br /><ul><li>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</li></li></ul><li>More challenges<br /><ul><li>CSI not income-generating
Misunderstanding messaging as straight marketing
Reputational dip tank
Community development-fatigue </li></li></ul><li>Why CSI comms?<br /><ul><li>Company image in community (incl. employees)
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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 appropriate and effective ways to design CSI communications.

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Messaging brands in CSI communications - Tshikululu Social Investments workshop 2010

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

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