Corporate Citizenship Communication

ENROLLMENT OPTIONS   |   COURSE CONTENT & DETAILS   |   RECOMMENDATIONS   |  TUITION

In a crowded communication landscape, how can you make sure your CSR messages cut through the clutter? Whether you are trying to increase program awareness among employees and potential volunteers, or developing an external campaign that calls customers or others to action, all corporate citizenship professionals need to craft persuasive, compelling messages. To that end, this course explores:

• How to align your company's CSR message to your company’s brand and marketing messages.
• How to customize communications to engage different audiences and still maintain a cohesive message.
• How to apply scientifically proven principles of psychology to improve the "stickiness" of your message, and to increase the likelihood that your audience will respond to your call to action.
• Tools to increase employee participation in corporate citizenship programs and measure engagement.

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Course Content: Preview the Specific Units or Modules Included in This Course

COURSE STRUCTURE

Start and finish on your schedule: Courses take 15-17 hours, including video content and exercises.

Module 1: The World of Corporate Citizenship and Communications Context

• Introduction to relevant context and communications landscape
• Activity: Discussion and reflection on your company’s role in society

Module 2: Vision

• Build big ideas and ensure communications connect your work to the world people live in
• Activity: Apply learning to a company case study

Module 3: Understanding your Audience

• Gather information and direct communications purposefully
• Activity: Discussion and build value for your corporate citizenship programs for different audiences

Module 4: Message Development

• Identify the qualities of a great message and learn how to integrate the principles throughout your communications
• Activity: Reflection and message drafting exercise

Module 5: Principles of Persuasion and Sticky Messages

• How to make your communications persuasive and sticky
• Activity: Improve communications by applying these principles

Module 6: Messengers and Channels

• How to select the right channels and explore citizenship reporting
• Activity: Discussion to evaluate a company example and evaluate a social report

Module 7: Message Discipline

• Introduce a message discipline tool that will help communicators stay on message
• Activity: Create a message triangle for a case study and your own company

Module 8: Crisis Communications

• How to prepare ahead of time so you can react quickly in the event of a crisis
• Activity: Case study and crisis preparation pre-work for your own company

This course is recommended for:

This program is designed for corporate citizenship professionals seeking to improve their internal and external communications and better coordinate with Communications, PR, and Marketing colleagues. This course is also helpful for Public Relations, Marketing, Communications or other roles that are responsible for the CSR/citizenship communications or those have direct contact with key company stakeholders. Content will be taught at a beginner level.

Suggested prior knowledge and skills:

Nothing is required, but for those new to the field, we suggest first completing the course Corporate Citizenship 101.

Tuition

» Member: $2130.00

» Non-Member: $2900.00

Please note that course discounts may be available when you enroll in multiple courses at once, either idependently or as part of a Summit (in-person learning experience) registration. See the chart below. If you are considering take multiple courses, connect with our team to better understand your options.