Skip to main content

Corporate Citizenship Communications | ONLINE

communications-employee-research-623520120

Learn to craft attention-grabbing CSR messages that captivate your audience.

In a crowded communication landscape, how can you make sure your corporate citizenship messages cut through the clutter? Whether you are trying to increase awareness of programs among employees and potential volunteers, or developing an external messaging campaign, all corporate citizenship professionals need to craft persuasive, compelling messages.

In this course, you will learn:

  • How to align your company's corporate citizenship message to your company’s brand and marketing messages.
  • How to customize communications to engage different audiences and still maintain a cohesive message to build awareness of your company’s corporate citizenship while reinforcing corporate messages and brand.
  • 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 for rewarding employee participation in corporate citizenship programs and measuring engagement.

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 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.

Professional credentials earned:

Tuition

  • Member: $2130.00
  • Non-Member: $2900.00

Start this Course Today!

Start anytime, finish on your schedule Enroll Now

OUR EXECUTIVE EDUCATION GOAL

All executive education courses with the Boston College Center for Corporate Citizenship are taught by CSR experts from a variety of backgrounds, informed by over 30 years of constantly updated research, trends, and insights. Now, with online courses, you can gain the same corporate citizenship knowledge and tools on your own, without leaving your office.

As in all of our executive education programs, our goal is to help you know more so that you can use the assets of your business to do more and achieve more with your corporate citizenship programs—accelerating the business value you create for your company and the social value you create for us all.