Workshop: Communication and Sustainability, from Theory to Practice

The aim of the workshop is to provide students with the necessary skills to construct a communication plan for an organisation's sustainability initiatives. An analysis of the starting context is introduced, followed by the necessary criteria for defining key messages to support the strategic plan. Immediately afterwards, we move on to the analysis of the target audience. In this way, students are accompanied on a path of research and reflection that leads them to question the objectives of the plan, anchoring them to the highest needs of the organisation, in order to create the essential reference points that will serve to guide all activities. In the second part of the workshop, the focus shifts to the choice of the most appropriate channels for the plan, with a focus on the relationship with the media. The approach is practical and immediately operational: in each meeting, students are asked to immediately put into practice the notions learned. In addition, they will be asked to construct a communication plan for sustainability, on a case study of their choice, in order to understand and master the entire process.

Students will be able to acquire the basic notions necessary for the definition, implementation and management of a sustainability communication plan. They will be able to construct the plan, paying attention to the organisation's positioning and communication needs, dialogue with internal and external stakeholders, and the reputational risks associated with communication activities. They will also be able to master the basics of writing a sustainability report.