Corporate Citizenship Perspectives

Avoiding a "Failure to Communicate"

Posted by elizabeth.rogers on Sep 20, 2013 7:59:01 AM

webinar_Oct22013For corporate citizenship professionals, communication is a critical tool in executing strategy effectively. Whether it is the internal messages meant to mobilize employee volunteers or the external communications with stakeholders, what you say about your citizenship efforts and how you say those things can have a major impact on the effectiveness of the program. However, implementing strong communication often becomes complicated because citizenship departments may not have exclusive control over the distribution of the message. Due to the expansion of communication channels such as social media and the sometimes conflicting interests of internal departments, it is now even more essential to have a strategy and policy on who says what, where they say it, when the message is sent, and to whom it is meant to reach.

In a recent conversation with a leadership group, the subject of communication surfaced as a major pain point for citizenship departments for many reasons. For example, perhaps you have experienced a situation when the marketing team valued the speed of delivery over the process of review, or internal communications did not take the time to understand the business value of the programs and omits it entirely. Maybe what you view as colloquial language does not resonate or contains too much jargon to be effective. All of these complexities and conflicting interests can take up valuable time and energy.

In October’s webinar we will hear from three members with communication responsibilities. These professionals are all from large companies whose size makes it particularly imperative to align their corporate citizenship messages both internally and externally. Paige Bennett is part of the global communications team at Dell, Danielle Dupre works on global internal communication at Reebok, and Linda Qian is the CSR Communications Manager at Intel Corporation. These individuals have faced challenges both in communicating with their colleagues and in truly understanding the underlying assumptions, needs, and objectives that lead to miscommunication in the first place. Together they will address the challenges they have faced in their own companies and share which skills allowed them to overcome these challenges most effectively.

This one hour webinar will show the importance of coordinating both internal and external messaging and how these skills are essential to the success of the messages, programs, and sanity of your citizenship team; don’t let your downfall be in a failure to communicate! Please join us on October 2nd at 12pm to be a part of the conversation. Click here to sign up for the webinar.

Topics: Corporate Citizenship, Communication, Strategy