Purposeful Communication and Communicating Purpose

Intermediate

Summary
Even a cursory review of recent PR awards might suggest that a campaign needs to be ‘purposeful’ to have a chance of winning one of those coveted awards? But with growing concerns about 'woke washing' and questions being asked about whether Purpose is just the latest trend, we'll challenge the idea that Purpose is actually new. We'll see how the work of the original Quaker confectionary companies of the 19th Century can inform the best purpose-driven communication of today – brought to life by recent good, bad and ugly case studies. And with ESG and integrated reporting starting to give a much harder edge to purpose, we’ll examine how purpose should relate to an organisation's strategy, mission, vision and values to deliver real business value.

Trainer: Rod Cartwright FPRCA

How will attendees benefit
Webinar participants will understand the roots of purpose-driven communication, dating back to the 19th Century and see how those principles are being applied to the best purpose-driven campaigns of today.

You’ll learn how purpose relates to an organisation's strategy, mission, vision and values, and how purposeful communication can deliver real business value in the era of ESG and integrated reporting. Case studies will guide you to the dos and don'ts of communicating corporate or brand purpose.

Who should attend
The course has been designed for any PR and communication practitioner (in-house or agency) leading or delivering purpose-driven communication programmes for their agency or internal clients - as well as for marketing, business development and communication teams on either side of the fence.

What attendees will learn
The course will cover:
The original 19th Century origins of corporate responsibility, CSR and purpose
The application of those principles to PR and communication campaigns in 2020
The importance of linking purpose relates to an organisation's strategy, mission, vision and values
The power of purposeful communication in delivering business value in the context of integrated reporting
Good, bad and ugly case studies of purposeful communication in action
The dos and don'ts of purposeful communication and communicating purpose

Delegate instructions
You will be sent a short questionnaire the week before the course will will inform parts of your training. For those who book close to the course date, your answers may not be included in the planning but you are still required to complete it as soon as possible.