Once the ESG roadmap is in place, companies should shift their focus to communicating about it. While developing an ESG strategy and roadmap is central to taking action on ESG, it’s critical to (at a minimum) ensure key stakeholders are aligned. Developing a well-thought-through and structured communications strategy and plan will play a central role in achieving that alignment.
While not onerous, developing a good communications plan does require time and careful consideration. It’s therefore important to reflect on why communication is important before starting to draft the roadmap. Here are some considerations:
- ESG is now a priority at the company, with a lot of thought and resources put into building the strategy and plan. Thus, it’s important the company keep stakeholders abreast of what ESG strategies and actions it has been working on.
- Communication keeps the founder, their direct reports, and the whole organization accountable.
- It provides an opportunity for the recipients to react to and provide input/feedback on what’s been developed.
- Strategically communicating about ESG and related initiatives signals to stakeholders that it really matters, both internally and externally.
When developing the communications plan, address the fundamental “what,” “who,” “when,” and “how” elements that are at the foundation of a good communications plan.
What
Who
When
How
What
- Key questions
- Will certain or all elements of the ESG roadmap be communicated? What’s the rationale for this choice?
- What is the communication goal/objective?
- Internal comms tips
- It’s best to communicate the full ESG strategy to the internal team.
- Explain the process and thinking behind the choices made in building the ESG strategy and roadmap.
- External comms tips
- Before developing the communications strategy and plan, speak with stakeholders to understand the level of information they want to see.
- Differing stakeholder interests on this topic can be effectively managed by having different modes of communication (further details on this to come).
Who
- Key questions
- Whom is the target of the communication?
- Who’s involved in the process? Who has not yet been included in the process?