This post first appeared in Anthony Bullick’s Daily Post column.
In this column, the latest in a series focusing on environmental, social, and governance (ESG) activities within a business, the spotlight is on how brands can say and do the right things from a social perspective to enhance their reputation.
In summary, the social element of ESG covers employee relations and diversity, working conditions, local communities, health and safety, and conflict.
Whether your organisation is involved in large infrastructure projects, is a service-based company, or sells products, people’s decision-making process linked to sales and recruitment continues to be heavily influenced by what they think of the brand.
Involve your PR team at the outset to ensure the business’ ESG strategy takes the thoughts and opinions of stakeholders into consideration.
For example, if opportunities of employment for young people is high on their agenda, engage local schools, colleges, and universities in work experience offers, site visits, or classroom talks.
Showcasing your activity through strategic and creative communication will ensure as wide an audience as possible knows you back up your ESG claims.
Firstly, upload to your own channels, with content placed prominently on your website, such as on a dedicated ESG page, and share across your social media channels.
Include key messages in other owned media such as email marketing, print newsletters, and presentations to maximise reach.
Draft newsworthy stories into press releases and issue to the media for publication as editorial; the media covering your brand adds huge credibility.
Collaborate with any third parties such as the college or your client to allow them the opportunity to share with their own networks.
Consider paid media support such as social media advertising to place the content directly in front of your target audiences.
A second example of a high-priority concern for stakeholders is minimal disruption during a construction scheme.
Frequent and honest communication will win support and be appreciated in the long run.
In addition, putting faces to the project through employee spotlights and site update articles and videos will help people feel connected and more receptive to any communication regarding disruptions.
Identify key stakeholders and build relationships, such as inviting politicians and councillors for a site visit, encouraging a local school to bury a time capsule, and providing skills for free to, for example, redecorate a community hall.
Take an integrated PR approach to reach as many stakeholders as possible, with tactics including media relations, social media, print newsletters, letters to residents and businesses, and a dedicated website all beneficial options.