Communicates clearly and in a compelling manner to both individuals and groups. Uses appropriate communication tools, style and language for the audience. Inspires others to get involved in CR related activities.

Section of the Behaviours competency map featuring Communication1) Clear and concise

  • Explains CR succinctly and interestingly using a model

  • Simplifies complex ideas and messages

  • Uses appropriate language

  • Avoids using CR jargon or explains acronyms

  • Priorities messages and reinforces them consistently

  • Packages CR activity into a coherent offering, uses brands and logos to raise its profile

  • Talks the business language to make messages credible (e.g. talks about cost saving, not saving the planet)

  • Designs very simple core messages that all staff can relate to

  • Uses 1st person writing style to tell stories of success

  • Displays complicated information in simple messages and diagrams

  • Uses technology to capture CR activities and display to the business

2) Segmentation

  • Sits and listens to people to understand their concerns and address fears they may have

  • Identifies how CR can help each audience, make them feel better or enthuse them

  • Segments the audience and tailors the message to the level of understanding required by each audience

  • Identifies the best communications methods to reach the audience

  • Analyses the environment to identify what the hook is that will get people interested and prioritises messaging accordingly

  • Makes the message relevant to the business

  • Shapes the message for different audiences to show alignment to their part of the business

  • Uses appropriate methods to engage with stakeholders

  • Proposes headline grabbing targets that will appeal to leaders

3) Inspires others

  • Expresses CR activity in relation to business critical activity and the KPIs of the organisation's leaders

  • Communicates messages in a positive, uplifting and inspiring way

  • Shows people how they can play a part and contribute

  • Uses ‘push-pull’ messaging to help engage and revitalise old policies

  • Uses analogies to make CR issues come to life

  • Gets creative people excited by focusing on the issues instead of the business case

  • Uses recognition of CR activities at the local level to inspire others

  • Uses teaser campaigns and competitions to create excitement about changes

  • Brands initiatives in line with corporate values (ie. Not merely 'Green')

  • Positions CR as a differentiator / business tool to win customers