Many years have passed since communication was made with models acquired exclusively through constant sacrifice, aimed at acquiring high-profile skills, capable of communicating and building credibility over time: slow but measurable.
Today the communications landscape is transforming so rapidly that we have to embark on new models and strategies with great professionalism, no longer "self made man” as too often happens. In the last few years alone, we have seen a tremendous innovation in technology and media consumption. Digital media have permanently changed the way public figures and private companies relate to each other in order to position themselves. While the cultural sector still appears confused to us, perhaps because it is too necrotized by models that no longer exist but which try to survive due to a top-down approach that does not accept to adapt to change. There are only a few noteworthy cases where sharing and dialogue have qualified philanthropy and these are European foundations united to support contemporary art under the name of FACE, Foundation of Arts for a Contemporary Europe.
However, I would like to make a point about those realities, including philanthropic foundations, non-profit organizations and the teams of corporate social responsibility – and on their way of communicating. The rise of mobile and other digital technologies is forcing these same philanthropic organizations to adapt or risk becoming irrelevant.
To make a difference and create a better world, organizations need to have a vision of what this change is all about. In communication, goals help turn the pieces of the vision into reality.
Lenses provide a focal point for action e they create a common cause to bring together all people who share the vision. Without goals and objectives, people and organizations operate in a crisis and reactive mode rather than taking purposeful and purposeful steps. That's why it will be increasingly necessary to work with realistic goals and take quick corrective actions when you are not meeting your minimum goals. Today, clear and precise objectives guide the communication strategy and its content. Not least a planned organization.
I think more and more about the importance of facing these new challenges and in particular, how to integrate thinking and communication strategies in this social and economic context.
The network is generally made up of communication leaders and staff who believe, like me, that the communication thinking and strategy are an essential component of what the grassroots should support to create change. Yet many of us spend a lot of time convincing about the program and its visibility. It no longer makes any sense to quibble on a press release or build a website or how to use research done by a scholar. We actually have to talk about short-term and long-term strategies.
I know I'm not alone in fervently wanting the integration of communications and programs to be and become a more common feature of the life of the social or philanthropic organization itself.
Criticisms of corporate philanthropy differ across cultures. In essence, opponents of corporate philanthropy fear the lack of economic returns or lack of social effectiveness of corporate giving. This is why communication for philanthropy is important, i.e. adopting a theoretical model that can overcome both sets of criticisms, so that corporate philanthropy plans can be designed and implemented globally. A model addressing the theory of corporate social responsibility and the theory of moral capital. The first will have to establish the constraints that will guarantee the plan to increase social welfare. The constraints deriving from the theory of moral capital establish the conditions for corporate philanthropy to increase economic performance. Based on these constraints, the model underlines the importance of a constant dialogue with internal and external stakeholders, and the continuous monitoring and reporting of the economic and social impact of the projects implemented, as tools to overcome the criticisms of opponents of philanthropy corporate.
This is the first step in launching institutional communication for philanthropy and socially responsible companies, with professionalism and above all real sharing to educate, plan, participate.
Image: Marc Chagall, Introduction to Jewish Theater, 1920 – State Tretyakov Gallery, Moscow
