Corporate Citizenship Communication
In a crowded communication landscape, how can you make sure your CSR messages cut through the clutter? Whether you are trying to increase program awareness among employees and potential volunteers, or developing an external campaign that calls customers or others to action, all corporate citizenship professionals need to craft persuasive, compelling messages. To that end, this course explores:
- How to align your company's CSR message to your company’s brand and marketing messages.
- How to customize communications to engage different audiences and still maintain a cohesive message.
- 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 to increase employee participation in corporate citizenship programs and measure engagement.
Enrollment Options
Look! There's More than One Way to Take This Course...
Take It At the 2025 Spring Summit A significant portion of this course will be offered at the 2025 Spring Summit. You can complete the remaining portion at home, at your own pace. Come to the Summit for 1, 2, 3, 4, or all 5 days!
Take This Course Online This course is available in a fully-online, self-paced format. You can complete it at your desk, according to your schedule. Start any time!
Need Help Deciding? Our team is happy to walk you through your options, and explain the difference between taking a course online, in hybrid format, and/or as part of a certificate program. Please reach out with your questions!
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
Interested in Taking This Course Online?
Register to begin the self-paced, online course.This course is recommended 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.
Suggested prior knowledge and skills:
Nothing is required, but for those new to the field, we suggest first completing the course Corporate Citizenship 101.
Tuition
»&²Ô²ú²õ±è;²Ñ±ð³¾²ú±ð°ù: $2130.00
»&²Ô²ú²õ±è;±·´Ç²Ô-²Ñ±ð³¾²ú±ð°ù: $2900.00
Please note that course discounts may be available when you enroll in multiple courses at once, either idependently or as part of a (in-person learning experience) registration. See the chart below. If you are considering take multiple courses, to better understand your options.
