SustainabilityBlog.org

How do you convey a message in the right way as a company? Well there are many opinions among professionals what is the best way but it is like with many topics in the sustainability area. It depends on the organisational context. Apart from that here is what I would recommend to keep in mind when looking to communicate Sustainability/CSR topics.

• Be honest and tell it like it is

There is nothing more damaging then twisting or simply camouflaging the truth. The history of humankind has shown that. I know that this is hard for an organisation with so many different individuals involved; millions of different opinions; intended “good” advice and a usually very rigid and risk adverse corporate agenda but this should be your first constant in your communication efforts.

• Start to communicate from within

Start your communication campaigns from within your organisation and simultaneously build a proper managerial approach to substantiate your sustainability communication messages. Once that is in place you can go out and push your communication messages to external stakeholders like they really are.

• Communicate on a regular basis but don’t be boring

Once you have a solid basis for useful and interesting messages then be sure to communicate them on a fairly regular basis depending on the target audience. And please do not communicate on the latest industry news, etc. Tell them how you can help them to make their life easier.

• Use technology and social media interpedently

Use the technology like the internet or other modern communication tools. This is an indispensible ingredient in today’s world. And if you do not use the internet either hire some people that know how to do this properly or employ a new technology team internally. Then start using the latest social media trends and tools such as Twitter, Facebook, blogs and discussion forums to communicate your message via these channels.

The customer will appreciate all of this and your communication efforts will flourish and you will be able to reach a much wider audience then before. I promise!