Communicating Sustainability Online Masterclass

In recent years, issues such as climate change and plastic waste have increased in urgency. As awareness of sustainability grows, New Zealand consumers are changing their shopping habits.

For businesses, this means sustainability has moved from ‘nice to have’ to ‘front and centre’. There’s a growing expectation that companies need to play their part in addressing these issues.

While demonstrating commitment to sustainability has never been more important, communicating it isn’t always straightforward. Some companies say too much, while others say nothing at all, often out of fear of being criticised for slow progress.

This practical workshop is hosted by the Public Relations Institute of NZ. The speakers are Fiona Stephenson and Andy Kenworthy from the Sustainable Business Network. They will give you a better understanding of some of the key sustainability issues and what they mean for business. They will help you with strategy, messaging, sustainability in the media, and will share some best practice examples.

Key content

  • 101 on sustainability for PR practitioners and why you need to know about it
  • Terminology – how and when to communicate sustainability without mentioning the S word (sustainability)
  • How to communicate sustainability if your company isn’t 100% squeaky clean and green
  • How to avoid greenwash
  • Sustainability and the media
  • Case studies of companies communicating sustainability well – and not so well

Who should attend

PR and communication practitioners at any stage of their career who want to get a better understanding of sustainability as it applies to their work.

Presenters
Fiona Stephenson is Head of Communications & Marketing at the Sustainable Business Network, New Zealand’s largest sustainable business organisation.

She is one of New Zealand’s most experienced communicators of sustainability, with 25 years’ experience. She’s worked with corporates, small businesses, not for profits and universities, as sustainability has grown from a niche area to mainstream.

Fiona was speech writer for the UK’s chief sustainability advisor for four years. She was Oxford University’s first PR advisor on the environment and in New Zealand she has worked on sustainability communications for organisations of all sizes, and at different stages of their sustainability journey since 2000.

She has presented at and hosted conferences. She has overseen communications for the Sustainable Business Awards since 2012, and is a judge for the PRINZ Awards and NZ Outstanding Food Producer Awards (sustainability category). She has Honours and Masters degrees from the University of Cambridge, specialising in Environment and Development.

Andy Kenworthy is a campaigns and communications advisor for the Sustainable Business Network (SBN) and co-presenter of the SBN Leadership in Sustainability Course. He has more than 20 years’ experience in sustainability journalism, fundraising and communications. He was a founding writer for Good magazine and Element magazine with the New Zealand Herald, and a lead writer for Idealog. He has also worked in global fundraising and communications for some of the world’s leading environmental NGOs, including WWF, Greenpeace and Oxfam. He holds a Master’s Degree in Language, Arts and Communications.

This course content aligns with the communication, organisational, and professional capabilities section of the Global Capability Framework as it enables you to communicate sensitively with stakeholders and communities across a range of cultural and other values and beliefs:

  • To align communication strategies with organisational purpose and values
  • To facilitate relationships and build trust with internal and external stakeholders and communities
  • To build and enhance organisational reputation
  • To provide contextual intelligence
  • To work within an ethical framework on behalf of the organisation, in line with professional and societal expectation

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

Date and time
Thursday 17 Jun 2021
Time: 9:30am - 12:00pm
Venue and Location
Online
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