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Communication strategies that involve and engage multiple stakeholders, delivering messages relevant to groups within a target audience, should be properly planned and developed. Identification of stakeholder groups, clear messaging and subsequent analysis of the opinions formed provide valuable opportunities to strengthen an organisation’s licence to operate. Improving the understanding and knowledge of important and influential third parties enables an organisation to perform effectively and profitably, while increasing the transparency with which it operates.
There are five important points to consider when developing a strategy for multi-level communications on sustainability.
- Begin by identifying the audience(s)
- Ensure that the messages are relevant and understandable
- Select a method (medium) of communication that will deliver the message most efficiently and effectively
- Include proof statements; showing your achievements
- Obtain feedback
Selection of an Audience
The starting point for all communications programmes should be the proper identification of the audience(s). This is particularly important when communicating messages about an organisation’s actions with regard to sustainability, because most organisations want to broadcast their actions and achievements to a wide range of stakeholders. This makes the planning phase of communications extremely important. Different stakeholder groups will have differing views of the originator of the messages, they will almost certainly have different levels of understanding and comprehension of sustainability and they will all want to take something different away from the communication.
There are a couple of important things to remember about communicating with anyone in the 21st Century. Firstly, it is virtually impossible to channel messages, with any degree of certainty, to one stakeholder group while excluding others. Secondly, the internet now means that when something is published, it has the potential of being in the hands of everyone around the world within seconds. There is little point in trying to restrict information to certain stakeholder groups. Messages destined for suppliers will find their way to customers; those aimed at investors will end up with the media. This need not be a problem, particularly where information on achievements or policies related to sustainability are concerned (there should be no secrets) but it is an important consideration in terms of message content and context.
Decide What You Mean by Sustainability
The biggest problem with communicating messages related to sustainability is the word itself. What does it actually mean? How do customers, co-workers or suppliers interpret it? (More importantly; how does the organisation in question?). The word has been hijacked by marketeers. The concept and meaning of sustainable development is still not widely understood, yet the phrase appears in everything from in-flight magazines to double glazing advertisements. As a result, the word sustainability is likely to have very different meanings, depending upon the particular audience. Another potential complication is the way the phrase Corporate Social Responsibility (CSR) seems to have become interchangeable with the word sustainability; particularly in company literature and on websites. They are not, of course, the same thing and their apparent interchangeability adds further confusion to messages that should ideally be crisp and clear.