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 questions being asked about whether Purpose is just the latest ‘woke-driven’ marketing trend, we'll challenge the idea that Purpose is actually new and explore how ideas dating back to the 19th Century are being applied today.
Delegates will understand the origins and evolution of purpose, learn how purpose relates to an organisation's strategy, mission, vision and values, and explore how purposeful communication can deliver real business value in the era of ESG and integrated reporting. Case studies from the healthcare sphere and beyond will guide participants through the practical dos and don'ts of communicating corporate or brand purpose.
Travelling back through time, we will look at how the pioneering 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.
With ESG and integrated reporting starting to give a much harder edge to purpose, we’ll examine how purposeful communication should be driven by an organisation's strategy, mission, vision and values in order to deliver genuine business and stakeholder value. The session will culminate with an opportunity to apply the lessons learned, with a group-based ‘build your own’ exercise to create a purpose platform.
The course will cover:
- Purpose definitions and the original 19th Century origins of purposeful communication
- The 20th and 21st Century evolution of corporate responsibility, CSR, ESG and purpose: from CSR 1.0 to CSR 4.0 and ESG
- Current healthcare approaches to purpose
- The application of the founding purpose principles to PR and communication in 2021
- The importance of linking purpose to an organisation's strategy, mission, vision and values
- The power of purposeful communication in delivering business value in the context of ESG and integrated reporting
- Good, bad and ugly case studies of purposeful communication in action
- A ‘build your own’ group exercise, putting the session’s lessons into immediate action
This course is aimed at:
- Mid-level agency and industry leaders seeking to integrate purpose into their advisory work and campaigns
- Seasoned leaders looking to ensure that their own leadership approach reflects this critical facet of today’s communication landscape – and tomorrow’s