ISO/TMB/WG SR N 159

Guide for development of ISO 26000

communication plan

WG SR TG2

2008-09-05
VERSION 6
 Guide for development of ISO 26000 communication plan
ISO WG SR TG2

Table of Contents

1 Background................................................................................................................ 2
2 Purpose and Objectives............................................................................................. 2
3 Communication Plan Development............................................................................ 3
3.1 Timing................................................................................................................ 3
3.2 Target Audience ................................................................................................ 4
3.3 Key Messages................................................................................................... 6
3.4 Strategies .......................................................................................................... 7
3.5 Tactics (information tools) ................................................................................. 7
3.6 Special Communication Considerations............................................................ 8
4 Guide for development of ISO 26000 communication plan
4.1 General.............................................................................................................. 9
4.2 Pre-Publication ................................................................................................ 18
4.3 At Publication .................................................................................................. 21
4.4 Post-Publication .............................................................................................. 24

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 Guide for development of ISO 26000 communication plan
ISO WG SR TG2

1 Background
ISO is in the process of developing the future ISO 26000 standard to provide voluntary
guidance on Social Responsibility. ISO 26000 will add value to existing initiatives for
social responsibility by providing harmonized, globally relevant guidance based on
international consensus among expert representatives and so encourage the
implementation of best practice in social responsibility worldwide.

ISO is taking action to ensure that the standard will benefit from broad input by all those
with an interest in social responsibility. This is being achieved by a balanced stakeholder
representation in addition to geographical and gender-based balance.

The objective is to produce a guidance document, written in plain language that is

understandable and usable by non-specialists, and is not intended for third party
certification.

The Working Group on Social Responsibility (WG SR) established a Task Group on
Communication (TG2) to ensure transparency and to raise awareness about all activities
related to the WG SR. In an effort to broadly communicate the WG SR activities, TG2
developed this Guide for development of ISO 26000 communication plan to assist
National Standards Bodies (NSBs) in raising awareness within their own countries by
delivering an accurate and consistent message about WG SR activities.

2 Purpose and Objectives

The purpose of the Guide for development of ISO 26000 communication plan is to
provide guidance to all ISO members on communicating with stakeholders and the
general public, focusing on:
• Awareness raising
• Increasing effective participation
• Preparing future users for implementation of ISO 26000
• Strategies for communicating with decision makers

The objective of the plan is to ensure the effective dissemination of a consistent and
accurate message about ISO 26000. The plan is intended to assist groups in setting
priorities and ensure the limited resources dedicated to the communication of WG SR
activities are focused on the most important tasks. The plan will help clarify objectives,
target audiences, and appropriate communication strategies and tactics to deliver key
messages.

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The WG SR activity communication objectives can be divided into:

• General (throughout development of ISO 26000)
• Pre- ISO 26000 publication
• Publication of ISO 26000
• Post- ISO 26000 publication

3 Communication Plan Development

Communication strategies and tactics should be customized based on the target
audience and communication timing.

3.1 Timing
It is important to identify natural links and appropriate timing for communication activities.
For example, communication activities about WG SR may be timed with other relevant
current events.

The following general timeline has been identified as a starting point for planning WG SR
communication activities:
Timing Objectives

General • Communicating with stakeholders and the general public

• Awareness raising and interest building in SR in general and ISO
26000
• Resolve misunderstanding (e.g., not MSS, not trade barrier, benefits
of reduced risk)
• Increase uptake of ISO 26000
• Increase demand for SR from the public

Pre-publication • Attract donors for SR Trust Fund

• Increase effective participation in WG SR and mirror committees
• Enhance role of mirror committees
• Preparedness for use of ISO 26000

Publication • Adoption of ISO 26000 by NSB

• Effective communication with decision makers
• Wide recognition of publication date

Post-publication • Promotion of the use of ISO 26000

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3.2 Target Audience

Broad categories of target audiences include, but are not limited to:
Target Description Examples and Usage
Audience
Categories

Consumers Independent organizations which: • General public

• advocate the interests of consumers • Consumer associations
before other organizations and
• Implement SR and
governments
acknowledge those
• are not-for-profit in character organizations that use ISO
• are not involved in the advancement of 26000
commercial interests, although it may
engage in trading activities related to
the provision of consumer information
and to promoting its own work
• are not affiliated with any political party
And organizations or agencies that are
active in consumer affairs. Such an
organization or agency may for example,
specialize in one particular consumer
issue such as standards, law or consumer
protection.

Government Any public sector body that operates at the • Regions and provinces beyond
local, national, regional or international the scope of the WG SR
level. The public sector body may take the
• Policymakers
form of a department, independent
commission, board, bureau, office, • "SR Procurement” policy
agency, government owned or controlled administrators
corporation of the government. • Implement SR and recognize
those organizations that use
ISO 26000

Industry Enterprises that manufacture products or • SMEs

provide services and pursue primarily
• For-profit sector
commercial interests. Such enterprises
exist of any size and legal form and may • “SR Procurement” policy
operate at local, regional or international administrators
level. • Purchasers
Also includes employer organizations, • Policy makers
business associations, special industry
organizations and trade associations • Decision-makers within
representing various industries at the organizations

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Target Description Examples and Usage

Audience
Categories

national, regional and international levels. • Implement SR and recognize

those organizations that use
ISO 26000

Labour Workers and independent representative • Labour unions

workers’ organizations.
• Implement SR and recognize
those organizations that use
ISO 26000

NGO A non-profit association of individuals or • Community-level, local, or

organizations that has public interest
objectives related to the topic of Social
Responsibility or any of its component
issues.
regional
• Not-for-profit sector
• Conference organizers
• Implement SR and recognize
those organizations that use
ISO 26000

Support, Organisations and individuals that seek to: • Academia:

Service, • advance understanding of SR through - Students at all levels,
Research, education, training, academic study primary and secondary
and Other and research schools
(SSRO)
• develop voluntary standards, codes of - Educational Institutes
practice and SR related tools - Professors
• provide services related to the - Administrators
implementation and support on SR
activities.
- Professional Students
- Young Students
• National Standards Bodies
and Mirror Committees
• Consultants
• Implement SR and recognize
those organizations that use
ISO 26000
• Provide education on the
meaning and use of ISO
26000

Trust Fund Organizations, governments, individuals, • Existing SR Trust Fund

Donors etc. who may be potential trust fund Donors

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Target Description Examples and Usage

Audience
Categories

donors. • Potential SR Trust Fund

Donors

Sector Sector specific approach. • Financial and banking

Specific
• Energy and water supply
• Communication
• Insurance
• Transportation
• Healthcare
• Consumer products

International • United Nations

Organizations
• UN Global Compact
• OECD
• WBCSD
• International Financial
Institutions
• Implement SR and recognize
those organizations that use
ISO 26000

Miscellaneous • Influential individuals (e.g.,

celebrities, politicians)
• Media

3.3 Key Messages

The communication objectives for different target audiences and timing should be
recognized. Since there are many ways of communicating about WG SR activities, it is
important to know which messages and ideas will resonate with a given audience at a
given point in the development process of ISO 26000.

The different motivations of the audiences should be fully understood. To ensure the
message has been adequately focused, key messages should be captured in a clear
and simple single sentence.

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3.4 Strategies
Selecting a strategy depends on the objectives and a clear understanding of the target
audience and their motivation.

A strategy may be proactive or reactive, low profile or high profile, be directed at a local
jurisdiction or nation-wide, etc. In developing a communication strategy one should
consider major communications opportunities and/or impediments. Opportunities to
partner with other organizations may be beneficial in terms of funding communication
activities as well as strengthening the message delivery.

3.5 Tactics (information tools)

Tactics assist in operationalising the strategy and describe how key messages will be
delivered to target audiences. In selecting and prioritizing tactics, one should consider
available resources and effective methods.

Possible communication activities include:

• Adapting texts or presentations to new audiences
• Articles in newspapers, weekly and monthly magazines, whether specialized or
general-interest
• Publications in scholarly journals
• Media events (e.g., interviews, television or radio presentations)
• Press conferences
• Speeches, conferences, participation in seminars and/or promotion of them.

ISO WG SR and TG2 have developed several resources available for communication
activities, including:
• FAQs
• WG SR Newsletters
• News Releases
• SR Registered Presenter Program
• WG SR Brochure
• Public website (www.iso.org/sr): This website includes documents giving the
background to ISO’s SR initiatives, documents and press releases on the progress of
the work and how it is being carried out, the membership and structure of the WG SR,
how to participate in the development of ISO 26000, newsletters, the development
timeframe, and other information.

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3.6 Special Communication Considerations

The activities of WG SR and the topic of social responsibility in general can be
complicated and sensitive. Special communication considerations should be taken into
account when developing and delivering key messages for different audiences.

Some special communication considerations are listed below.

1. Political sensitivities
2. Misrepresentation of ISO 26000
3. Perceived competition or contradiction to existing national/regional/international
standards
4. Inherent cultural ethical values
5. National, cultural, religious flavour of the communications
6. Consideration of locally relevant issues
7. Risk management of standard (i.e., clear message not to misuse the standard)
8. Access to information (i.e., different target audiences may have different
communication needs and capabilities - for example, internet accessibility may be an
issue for some audiences)
9. Limited resources for developing communication program

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ISO WG SR TG2

4 Guide for development of ISO 26000 communication plan

4.1 General

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

General The approach of

(applicable to communication
all Target initiatives should start
Audiences) by finding the
“connecting point”,
were current issues of
interest of the target
public are in someway
impacted/addressed
by ISO 26000. In this
way, communicators
will not directly try to
convince the public
that SR/ISO 26000 is
important to them. It
will gain public’s
interest by showing
that their agenda is
affected by ISO 26000
(and show them the
opportunities that arise
from this).

Specific
(below)

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 Guide for development of ISO 26000 communication plan
ISO WG SR TG2

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Consumers Understand your rights
Be aware of your role in the
quest for sustainability (or
sustainable development)
Show the connection of SR to Mass media (e.g., public
the main concerns consumer broadcasting, articles, free
organizations already have. advertising)
ISO Website
Clarify that SR – as it is SR Day
approached by ISO 26000 – Special events
is not a tool for “green
Forums
washing”, and that to be
effective it depends a lot on
the participation of Catchy phrases and
stakeholders. mottos
Educate on what SR is and Sample slogans:
make the term “SR” Do the RESPONSIBLE
commonly used Thing: ISO 26000

Consumers will go back to Brochure: SR Issues and

their own networks and how they are addressed by
encourage use ISO 26000 ISO 26000

Raise awareness of Encourage participation on

consumers to increase National Mirror
demand for goods and Committees
services from
suppliers/providers that use
ISO 26000 Explain how SR
contributes to sustainable
development

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GENERAL
Target Key Message
Audience
Government ISO 26000 is a guidance
standard
Not intended to create trade
barriers
Not intended to compete with
the political process, nor to
undermine the rule of law and
public policies.
Importance of ISO 26000 in
assisting organizations to
contribute to sustainable
development
Importance of ISO 26000 in
assisting organizations to
compete responsibly
Guide for development of ISO 26000 communication plan
ISO WG SR TG2
Strategies Tactics (information Special
tools) Considerations
Raise awareness of using Policy development
ISO 26000 in government
departments to contribute to
Preparation and delivery of
sustainable development
briefing sessions, briefing
kits
Encourage governments to
promote the use of ISO
FAQ document
26000 in their suppliers of
goods and services
Align WG SR meetings
with major decisions about
Develop government policies
SR or policies related to
that encourage all
SR that will be made
organizations to use ISO
26000
Multi-stakeholder Forum
on ISO 26000
Provide support/incentives to
all organizations to use ISO
26000
Clarify that SR – as it is
approached by ISO 26000 –
is not a tool for “green
washing”, and that to be
effective it depends a lot on
the participation of
stakeholders.
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GENERAL
Target Key Message
Audience
Industry Identify and manage risk and
opportunities
Achieve sustainable
competitive advantage
ISO 26000 can assist in
overcoming non-tariff trade
barriers
Get involved now
The business community -
particularly smaller and
mediums sized companies -
should be well-informed
about SR
Guide for development of ISO 26000 communication plan
Strategies
Awareness of ISO 26000 and
its value
Encourage major purchasers
and suppliers to use ISO
26000
Call for companies to use ISO
26000 to help them establish
and implement SR programs
in their companies
Industry associations to work
with governments to highlight
the value of the use of ISO
26000
Clarify that SR – as it is
approached by ISO 26000 –
is not a tool for “green
washing”, and that to be
effective it depends a lot on
the participation of
stakeholders.
ISO WG SR TG2
Tactics (information Special
tools) Considerations
National
seminars/workshops
Supply chain development
around SR and ISO 26000
Major purchasers to
provide support for SMO
suppliers
Raise expectations – all
organizations using ISO
26000 should inform their
stakeholders about the
benefits of the use and
encourage them to
consider using ISO 26000
themselves
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GENERAL
Target Key Message
Audience
Labour Compliance with applicable
law and intergovernmental
instruments (ILO
Conventions and UN
Universal Declaration on
Human Rights)
Enhancing employability is
one of the social issues
encountered by organizations
Making employment
accessible to all
ISO 26000 can improve the
quality of life of workers
Easier to achieve freedom of
rights and collective
bargaining
NGO ISO 26000 can positively
influence human rights,
social, environmental, and
Guide for development of ISO 26000 communication plan
ISO WG SR TG2
Strategies Tactics (information Special
tools) Considerations
Labour organizations (unions) National Translation is
to encourage their employers seminars/workshops important (also to
and suppliers to use ISO NGOs, consumers and
26000 SMEs)
Articles in Trade Union
magazines
Encourage their labour Public broadcasting Financial support may
organizations to use ISO be a challenge
ISO Website
26000 (also to NGOs,
consumers and SMEs)
Education and training on
Overcome reservations
ISO 26000 and it's value to
related to the use of ISO
organizations and
26000 through practical
employees
support and cooperation of
other stakeholders
Encourage participation on
National Mirror
Clarify that SR – as it is
Committees
approached by ISO 26000 –
is not a tool for “green
washing”, and that to be
effective it depends a lot on
the participation of
stakeholders.
Raise awareness of using Promotional material
ISO 26000 to contribute to ISO Website
sustainable development
National
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 Guide for development of ISO 26000 communication plan
ISO WG SR TG2

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

consumer issues seminars/workshops

Promote the use of ISO
ISO 26000 will provide NGO 26000 in all organizations
organizations with including their own
implementation guidance
Encourage governments and
major purchasers to promote
the use of ISO 26000 in their
suppliers of goods and
services or spheres of
influence
Education and training on
ISO 26000 and its value to
organizations and
employees
Encourage participation on
National Mirror
Committees

Encourage government
policies that promote the use
of ISO 26000 in all
organizations

Clarify that SR – as it is
approached by ISO 26000 –
is not a tool for “green
washing”, and that to be
effective it depends a lot on
the participation of
stakeholders.

Support, Promote that NSBs and Raise awareness of using Identify and present at

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ISO WG SR TG2

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Service, Liaisons are contributors to ISO 26000 to contribute to related conferences

Research, and the development (ISO Brand sustainable development
Other (SSRO) recognition)
Develop user-friendly
Promote the use of ISO Guides
Academic - Educating future 26000 in all organizations
leaders including their own
Share best practices

Conferences - Attract a Encourage governments and

different audience
Hot topic, Innovative
conference topic
Encourage inclusion in
major purchasers to promote
curriculum, develop
the use of ISO 26000 in their
curriculum
suppliers of goods and
standards/guidelines
services or spheres of
influence
Deliver courses in public
institutions (not just a tool
Encourage government
for consulting)
policies that promote the use
of ISO 26000 in all
organizations Young Students –
Wikipedia, contests for
logos and mottos
Clarify that SR – as it is
approached by ISO 26000 –
is not a tool for “green ISO WG SR – Registered
washing”, and that to be Presenter Program
effective it depends a lot on
the participation of
NSB´s and members of
stakeholders.
National Mirror

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ISO WG SR TG2

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Committees should be
expected to endorse the
new ISO and communicate
to their stakeholders

Trust Fund Importance of ISO 26000 in
Donors assisting organizations to
contribute to sustainable
development
ISO 26000 can improve the
quality of life of workers and
reduce negative impacts on
the environment
ISO 26000 will provide NGO
organizations with
implementation guidance
Raise awareness of using One-on-one sessions
ISO 26000 to contribute to Conferences
sustainable development
Case studies
Provide support/incentives to
SMO's to use ISO 26000
Clarify that SR – as it is
approached by ISO 26000 –
is not a tool for “green
washing”, and that to be
effective it depends a lot on
the participation of
stakeholders.

Sector Sector Specific application

Specific guidelines

Issue specific guides (e.g.,

implementation of ISO
26000 in small and
medium organizations)

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ISO WG SR TG2

GENERAL

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Stakeholder group specific

guidelines

International Tool for implementing their

Organizations principles

Miscellaneous Aligning the “SR” message Press Releases

with influential people

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4.2 Pre-Publication

PRE-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

General The approach of

(applicable to communication
all Target initiatives should start
Audiences) by finding the
“connecting point”,
were current issues of
interest of the target
public are in someway
impacted/addressed
by ISO 26000. In this
way, communicators
will not directly try to
convince the public
that SR/ISO 26000 is
important to them. It
will gain public’s
interest by showing
that their agenda is
affected by ISO 26000
(and show them the
opportunities that arise
from this).

Specific
(below)

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ISO WG SR TG2

PRE-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Consumers

Government

Industry Track and influence ISO
26000 development
Identify modes of influence
on national WG SR Industry
Expert and NSB to ensure
clear articulation of industry
views
Form Industry SR fora in Track and influence
Trade Associations and ISO 26000
the NSB development
Develop consensus
industry positions on key
SR issues

Develop and use co-

ordinated industry
comments on successive
drafts of ISO 26000

Organize and implement

validation process among
representative sample of
potential industry users

Labour What is going on concerning Inform unions on the
ISO 26000 development and the project
plan of ISO 26000
Explain why ISO 26000 is so
National Financial assistance to
seminars/workshops participate in WG SR
Articles on Trade Union meetings
magazines

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ISO WG SR TG2

PRE-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

important for unions Public broadcasting

ISO Website

Education and training on

ISO 26000 and its value to
organizations and
employees

Encourage participation on
National Mirror
Committees

NGO

Support,
Service,
Research, and
Other (SSRO)

Trust Fund Regional conferences

Donors

Sector
Specific

Miscellaneous

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ISO WG SR TG2

4.3 At Publication

AT
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

General The approach of

(applicable to communication
all Target initiatives should start
Audiences) by finding the
“connecting point”,
were current issues of
interest of the target
public are in someway
impacted/addressed
by ISO 26000. In this
way, communicators
will not directly try to
convince the public
that SR/ISO 26000 is
important to them. It
will gain public’s
interest by showing
that their agenda is
affected by ISO 26000
(and show them the
opportunities that arise
from this).

Specific
(below)

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AT
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Consumers ISO 26000 contributes to Increase demand from Mass media (e.g., public
sustainable development consumers for good and broadcasting, articles, free
services from advertising)
suppliers/providers that use ISO Website
ISO 26000
SR Day
Special Events
Forums

Government Develop government policies National

that encourage all seminars/workshops
organizations to use ISO ISO Website
26000
Education and training

Industry Ensure fullest possible
industry awareness of ISO
26000 publication
Extend and support ISO and Contribute articles in trade SMO awareness and
NSB publicization of ISO press needs
26000
Publicize industry’s full
involvement in
development

Organize seminars
introducing ISO 26000

Labour ISO 26000 can be a tool for Inform unions on the scope National Need to have
achieving organization of and the contents of ISO seminars/workshops cooperation with
workers improve the quality 26000 Articles in Trade Union employer (if legal

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AT
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

of life of working people magazines compliance is not

Provide information on the
role of unions in the
implementation of ISO 26000
in organizations
Public broadcasting required)
ISO Website
Education and training

NGO

Support,
Service,
Research, and
Other (SSRO)

Trust Fund
Donors

Sector
Specific

Miscellaneous

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4.4 Post-Publication

POST-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

General The approach of

(applicable to communication
all Target initiatives should start
Audiences) by finding the
“connecting point”,
were current issues of
interest of the target
public are in someway
impacted/addressed
by ISO 26000. In this
way, communicators
will not directly try to
convince the public
that SR/ISO 26000 is
important to them. It
will gain public’s
interest by showing
that their agenda is
affected by ISO 26000
(and show them the
opportunities that arise
from this).

Specific
(below)

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POST-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Consumers The implementation of ISO Seminars/workshops

26000: consequences for Mass media
consumers’ rights
ISO Website

Government The implementation of ISO Develop government policies Seminars/workshops

26000 at a national level that encourage all
organizations to use ISO
Multi-stakeholder Forum
26000
on how the implementation
of ISO 26000 is working at
a national level

Industry How is it working? Educate and support Organize SMO up-take and
Seminars/workshops experience
Encourage vocal feedback
Organize/provide HELP
line facilities

Contribute to keeping SR
in the forefront of attention

Encourage new-comers to
SR to report on their
experience on getting
started with ISO 26000
help

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ISO WG SR TG2

POST-
PUBLICATION

Target Key Message Strategies Tactics (information Special

Audience tools) Considerations

Encourage experienced
SR practitioners to say
how ISO 26000 has
helped them to go further

Labour The implementation of ISO Seminars/workshops

26000: consequences for Articles in Trade Union
workers’ rights and union magazines
organizations
Public broadcasting
ISO Website
Education and training

NGO

Support, Reports, surveys on the

Service, implementation of ISO
Research, and 26000 at a regional and
Other (SSRO) sector level

Trust Fund Best practices in Inform stakeholders on best International Conferences

Donors implementing ISO 26000 practices in implementing on Best Practices
ISO 26000

Sector
Specific

Miscellaneous

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