Communicating About Societal Impact: ESG communication

How to plan and implement communication programs that communicate about environmental, social and governance (ESG) initiatives.

Course description:

This two-day virtual course reinforces the importance of developing and implementing purposeful communication and teaches communication professionals a number of practical ways they can improve the way they communicate their organisation’s social impact and performance. Explore how to communicate with stakeholders more openly and build trusted internal and external relationships.

What to expect:

• Align your communication efforts with ESG outcomes
• Build measures and develop ROI for your ESG communication efforts
• Increase your perceived value within the organisation
• Understand what drives societal value for stakeholders in today’s communication environment

Who should attend:

Communication professionals working in corporate social responsibility, government relations, issues management, strategic communication, corporate communication, internal communication, external communication, corporate affairs or public relations. Those leading teams, ESG projects, or having to influence others about ESG within the organisation.

Career Level: Foundation, Generalist/Specialist, Strategic Advisor

Course outline:

Upon completion of this course you’ll be able to:

• Build alignment between ESG and communication outcomes
• Develop a clear understanding of what drives ESG value for stakeholders
• Know the elements of a strategically focused ESG communication plan
• Mobilise employee ambassadors
• Explore best practices, principles, processes and implementation elements designed to equip you with the knowledge and expertise to deliver business results

Day 1

The changing stakeholder environment 

• From sustainability and CSR to ESG
• The state of trust and the context of relationships
• Use audience insight to inform your ESG strategy

Find your ESG story 

• The Communication Value Circle
• Communicating a purposeful culture
• Integrate ESG into your communication
• Communicating ESG metrics

Build a top employer brand 

• Align your mission, vision, purpose and values
• Listen and respond to what motivates your employees
• Mobilise employee ambassadors

Embrace digital dialogue 

• Communicate your ESG messages on social media
• Activate social listening
• The highly social CEO (and other leaders)

Day 2

Build your ESG communication strategy  

• Define your ROI
• Align your ESG communication strategy with ESG business needs
• Apply the right measures to your strategy
• Implement, embed and monitor your strategy

Get your stakeholders on board

• Explore stakeholder management and the lessons to learn
• Influencing and coaching through your strategy

Put it all into practice 

• Explore a case study and build an ESG communication strategy
• Develop a rollout plan

About the trainer

Adrian Cropley OAM, FRSA, IABC Fellow, GCSCE, SCMP

A certified strategic communication management professional and past global chair of the International Association of Business Communicators (IABC), Adrian Cropley is widely recognised as one of the world’s foremost experts in strategic communication. He is the founder of the Centre for Strategic Communication Excellence and CEO at Cropley Communication. With a career spanning over 30 years, Adrian has worked with clients all over the world on major change communication initiatives, internal communication reviews and strategies, professional development programs, and executive leadership and coaching. In 2018 Adrian was awarded the Medal of the Order of Australia for his service to the community and the advancement of the communication profession in Australia. He was named an IABC Fellow in 2020.