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Communications and
                         Sustainability
      Can business leaders learn societal competence?

                                      World PR Forum
                                   Stokholm 14 June 2010 


Björn Edlund
 former EVP Communications Royal Dutch Shell plc.
Independent Consultant                                                          Board Member 
 Edlund Consulting Ltd.                                                           Institute of Human Rights
                                                                                  and Business
Senior Advisor                                                         Senior Visiting Fellow
to Burson Marsteller, EMEA                                             Henley Business School
Societal competence – no sustainability without it
   Is the leadership ready for stakeholder interaction?
   Do your business leaders understand how public 
   opinion is formed?
   Can the leaders assess non‐technical risk?
   Are leaders trained to manage issues through a 
   mixture of assertiveness and compromise?
   Do leaders understand how vulnerable the company 
   is in the public plaza?
   How can business frame and shape a debate about 
   delivering both customer value and societal value?
Societal competence – Lesson 1
Brand and reputation




                                                            Hope
                                                 Biases




                                                                    Trust




                                                                                         Self‐interest
                                                                               Fears
                                                   Investors                Customers

      Corporate Identity    Communication

      Who we are and                        Academics                                  Communities/      Corporate
      what we stand for                                                                Citizens
                                                                                                         Reputation
                            Behaviour
                                            Employees                              Government



                                                          NGOs               Media
                            Performance



                                                          Effective relationships



    How we see & portray                                   Interaction with                              Overall estimation 
    ourselves                                              stakeholders                                    by stakeholders    

                                                                                                                                 3
Challenging landscape

• The oil and gas industry brings jobs, investment, 
  technology solutions, mobility, productivity, 
  progress, prosperity...and a daily warm shower...

• But 

       • Linkage to global warming

       • Operations in environmentally sensitive 
         areas

       • High income (for high investment)

       • Big Oil – Big Company – trust?

       • Huge desire for alternative energy...



                                                          HQ The Hague 2009


   4                             At the Brent Spar 1995
Can you hear the other dialogue?

Pyramid of Influence                   Integrated programme                               Sphere of Cross Information

 Opinion forming elite
                                                  PR including      
                                                  engagement


                                                      More
                                                     Upstream –         Gvt 
                                    Internal              
                                                      Profitable      Relation
                                    Comms
                                                  Downstream             s


                                                     Brand 
                                                   campaign
      Mass audience

 Traditional model                                                                             New world order

• Building relationships is more than just filling                  • And become more aware of the drivers per 
     up a direct communication channel                                stakeholder group
• Linear stakeholder engagement approach                            • Advocacy and winning the must‐ win battles is a 
     does not reflect reality                                         highly tactical game
• We need to better understand ‘the other                           • Don’t forget the young, more positive and news‐
     dialogue’ around us…                                             savvy generation
 5
So what do we do with all this?
State your case – One reputation plan
‐ Four key themes from 2005 onwards
                                                                                  Key messages on 
                                      Primary themes                               Shell’s position 
Strategy and Global Reputation Plan




                                                                                     per theme
                                      The energy challenge
                                      Technology and  innovation                                       Basis for all internal and 
                                                                                   Finding factual     external communication 
                                      Respect for people and the environment       proof points on     channels and 
                                      Preferred partner                             all messages       stakeholder meetings

                                                                                    Mining for         Marrying desirable 
                                      Underlying themes                            authentic and       message components as 
                                      Delivering corporate strategy & business     human stories       emotional appeal, factual 
                                      performance                                                      data and authenticity
                                      Management excellence                        Helping leaders 
                                                                                  to improve  story‐
                                                                                       telling


                                                                                                                              7
Integrated approach for key stakeholders
                                                             Active media strategy with 
                     Engagement series                       interviews and available 
                    based on  Toolkit for                    opinion articles, 
                          Country Chairs                     advertorials, social media 
      Advertising campaign                                   techniques
      communicating Shell’s 
    position and innovative                                            Specific engagement with 
                                       PR   engagement
solutions based on message                                 Brand       Governments using locally 
                     house                                             tailored global messaging on 
                                       Gvt                             energy frameworks
                                    relations
   Linking external programme                                CVPs         Continued web dialogues on 
                  with internal                              Retail       Shell.com and national 
                                        Internal   Comms
     communications to involve                                            websites involving Special 
         and inspire employees                                            Publics…

              CVP programme on Shell                       …and Energy –Concerned 
         stations helping customers to                     Consumers, providing them a 
           emit less and save money +                      platform for energy debates and 
                  reach energy citizens                    solutions




   8
                           2009 ‐ More energy, CO2 solutions
How do we develop better societal competence?
 1. Do leaders understand how vulnerable the company is in the 
    public plaza? 
    –   How can we help  business leaders understand how public opinion is 
        formed?

 2. Can the communications professionals help leaders assess 
    non‐technical risk? 
    –   How do we prepare the leadership for stakeholder interaction?

 3. Can business frame and shape a debate about delivering 
    both customer value and societal value? 
    –   How can leaders be trained to manage issues through a mixture of 
        assertiveness and compromise?
Björn Edlund
Edlund Consulting Ltd.
edlund@bluewin.ch. 

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Björn Edlund´s presentation on WPRF

  • 1. Communications and Sustainability Can business leaders learn societal competence? World PR Forum Stokholm 14 June 2010  Björn Edlund former EVP Communications Royal Dutch Shell plc. Independent Consultant Board Member  Edlund Consulting Ltd.                                                           Institute of Human Rights and Business Senior Advisor  Senior Visiting Fellow to Burson Marsteller, EMEA  Henley Business School
  • 2. Societal competence – no sustainability without it Is the leadership ready for stakeholder interaction? Do your business leaders understand how public  opinion is formed? Can the leaders assess non‐technical risk? Are leaders trained to manage issues through a  mixture of assertiveness and compromise? Do leaders understand how vulnerable the company  is in the public plaza? How can business frame and shape a debate about  delivering both customer value and societal value?
  • 3. Societal competence – Lesson 1 Brand and reputation Hope Biases Trust Self‐interest Fears Investors Customers Corporate Identity Communication Who we are and  Academics Communities/ Corporate what we stand for Citizens Reputation Behaviour Employees Government NGOs Media Performance Effective relationships How we see & portray  Interaction with  Overall estimation  ourselves stakeholders by stakeholders     3
  • 4. Challenging landscape • The oil and gas industry brings jobs, investment,  technology solutions, mobility, productivity,  progress, prosperity...and a daily warm shower... • But  • Linkage to global warming • Operations in environmentally sensitive  areas • High income (for high investment) • Big Oil – Big Company – trust? • Huge desire for alternative energy... HQ The Hague 2009 4 At the Brent Spar 1995
  • 5. Can you hear the other dialogue? Pyramid of Influence Integrated programme Sphere of Cross Information Opinion forming elite PR including       engagement More Upstream – Gvt  Internal               Profitable  Relation Comms Downstream s Brand  campaign Mass audience Traditional model New world order • Building relationships is more than just filling  • And become more aware of the drivers per  up a direct communication channel stakeholder group • Linear stakeholder engagement approach  • Advocacy and winning the must‐ win battles is a  does not reflect reality  highly tactical game • We need to better understand ‘the other  • Don’t forget the young, more positive and news‐ dialogue’ around us… savvy generation 5
  • 7. State your case – One reputation plan ‐ Four key themes from 2005 onwards Key messages on  Primary themes Shell’s position  Strategy and Global Reputation Plan per theme The energy challenge Technology and  innovation Basis for all internal and  Finding factual  external communication  Respect for people and the environment proof points on   channels and  Preferred partner all messages stakeholder meetings Mining for  Marrying desirable  Underlying themes authentic and  message components as  Delivering corporate strategy & business  human stories emotional appeal, factual  performance data and authenticity Management excellence Helping leaders  to improve  story‐ telling 7
  • 8. Integrated approach for key stakeholders Active media strategy with  Engagement series interviews and available  based on  Toolkit for  opinion articles,  Country Chairs advertorials, social media  Advertising campaign techniques communicating Shell’s  position and innovative  Specific engagement with  PR   engagement solutions based on message  Brand Governments using locally  house   tailored global messaging on  Gvt  energy frameworks relations Linking external programme  CVPs  Continued web dialogues on  with internal  Retail Shell.com and national  Internal   Comms communications to involve  websites involving Special  and inspire employees Publics… CVP programme on Shell  …and Energy –Concerned  stations helping customers to  Consumers, providing them a  emit less and save money +  platform for energy debates and  reach energy citizens solutions 8 2009 ‐ More energy, CO2 solutions
  • 9. How do we develop better societal competence? 1. Do leaders understand how vulnerable the company is in the  public plaza?  – How can we help  business leaders understand how public opinion is  formed? 2. Can the communications professionals help leaders assess  non‐technical risk?  – How do we prepare the leadership for stakeholder interaction? 3. Can business frame and shape a debate about delivering  both customer value and societal value?  – How can leaders be trained to manage issues through a mixture of  assertiveness and compromise?