Connecting through Purpose Communications
Short Bits - Purpose - Part 2
Defining organisational purpose is one thing. Now take the leap.
In part 1 of this short series on the concept of purpose in organisational reputation management, we looked at how purpose must be rooted in the people that drive your business forward. We explored how they lend authority and authenticity to your goals and societal contribution. We looked into how purpose as a concept can be transformed into a declaration of intent that invites partnership and bolsters reputation.
Now comes the juicy bit, the bit that has both the power to create real impact in the world and allow your business to thrive and branch out into new and untapped constituencies: actively connecting to others through your purpose and shaping partnerships.
So, how does one do that?
Here is a small sample from a wide and beautiful universe of tactics I use in work with my clients, upon which we will expand in the next short bits series fully dedicated to the practice of reputation management. Naughtily, I am skipping the first step: getting clear about your objectives. But we'll get to that soon, for now imagine that this clarity magically exists within your organisation.
Analyse Your Language
Having defined and truly understood your organisation's purpose, it is pivotal to shape it through language that will serve your objectives. The language you create to communicate your purpose should:
align to the global societal discourse around the topics you are seeking to impact. Be sure to codify your language through well-known variables such as the Environmental, Social and Governance (ESG) space or the Sustainable Development Goals (SDGs).
connect with future looking trends and be expressed through press and social media a few months prior to major events you want to show up at. This way, it has time to mature on the inter-google highway and give you discoverability at the right time.
be in part specific to your industry, and in part remain agnostic enough to allow for ex-industry partnerships.
Analyse the Playing Field
As organisations, we tend to look at the easy wins as they make for great KPI ammunition: we connect to allies and celebrate. In other words: we love to preach to the already converted. I believe that it is the task of the communications functions out there to challenge norms, and make your companies look at the road less traveled. In order to leverage your shaped purpose to connect with other organisations and achieve reputation management objectives, try to look at:
What are the organisations or individuals you need for access, message amplification or partnership? What sector do they belong to, what does that sector care about? What kind of organisation are they (corporate, NGO, intergovernmental, you name it), what does that mean for their needs-base and how you could be of service?
What is their current relationship to your organisation? Have they spoken about you or your purpose? Are they already allies? Or, remember the road less traveled, opposers/detractors who, if converted to allies, could become the true power in your network of networks?
Screen for Commonalities & Connect
The grand finale. In theory, we now have the following ingredients:
Our purpose packaged in relevant and connectable language.
Our organisational reputation management objective.
Our playing field of actors, their stances towards us and what they care about.
The next step is to combine these ingredients into an action oriented roadmap that strategically ties your outreach protocol into the soft and yummy tissue where your and your target organisations' purposes meet. Remember, sameness is a powerful connector, and not always apparent at first glance. Welcome to active reputation management everybody.
Which will be the subject of the next short bits series here on the People, Planet, Profit and Purpose Blog!
Let's go get it,
Tom Zamzow