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Communication For Good with Helen Neal
On this episode of the Lead With Purpose podcast host, Tze Ching Yeung talks to Helen Neal, the owner of HN Communications and Leaders LIVE, to talk about how organisations communicate effectively on climate, people and purpose.
KEY TAKEAWAYS
- More now than ever businesses are trying to do more in terms of sustainability than they did before, even small and medium sized businesses. Some sectors are doing better than others and have realised that if they don’t make these changes now there will be fundamental challenges of their existence, potentially, in 10-20 years time.
- I never set out to start a sustainability communications agency, or an agency at all, a lot of us just fall into these roles. I started out in government relations around policy and campaigning and I did a lot of work within corporates. There was always big questions about the environment and emissions, so it’s always followed me. When I set up as a freelance consultant 6 years ago I kept getting asked to help on things like sustainability strategy and how to embed that in organisations and how they needed to talk about that externally. As we grew out like attracts like and we kept getting more projects in that space so we decided to focus in and become real specialists in this space.
- Sustainability communications is very different to traditional corporate communications or marketing, it’s a different approach and mindset. One of the first things we try to do when working with businesses is try to get them out of that traditional corporate comms or marketing mindset which is always about putting a positive spin on something to sell a product or service. With sustainability communication we have to do it a different way, it’s all about action, so if you have something you have acted on that’s the point to communicate.
- There’s always more to be done for all businesses at this point in the climate journey to 2050. It’s really important for any action that is taken and then communicated, there’s also an acknowledgement of “we’ve done this to this point and we know that there is a next step in our phase that we’re now going to be working on”. That’s where having a very clear sustainability strategy that is linked directly to your company strategy that’s championed by your CEO that’s when we really see sustainable change of a business done in a successful way.
BEST MOMENTS
‘Year on year there are more businesses coming to the table trying to start taking practical action on sustainability, which is positive.’
‘It’s a risk to niche down too specifically, but I think it can be a real added benefit for your business to really become known for something.’
‘Putting out statements or commitments is not enough, until you’ve actually made some practical action on that commitment we’d advise not to go out there and say anything.’
‘Being able to get on the front foot and share the difficulty and challenges around the transition around sustainability is as valuable to your stakeholder, employees and industry as sharing the good.’
ABOUT THE GUEST
Helen Neal: I'm the owner of the award-winning Sustainability Communications agency, HN Communications and sustainability events company Leaders LIVE.
I have two decades of experience in political and social campaigns and communications.
I am an advocate of collaboration and kindness in business and I am on a mission to help businesses do more good in the world.
Website: https://www.hncomms.co.uk/ https://www.leaders-live.com/
ABOUT THE HOST
Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.
In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges.
Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company.
Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.
CONTACT DETAILS
Tze Ching’s website: https://wedisruptagency.com
Facebook: https://www.facebook.com/wedisruptagency
Instagram: https://www.instagram.com/wedisruptagency/
Twitter: https://www.twitter.com/wedisruptagency
LinkedIn: https://www.linkedin.com/in/tzechingyeung/
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By Tze Ching Yeung
5
44 ratings
On this episode of the Lead With Purpose podcast host, Tze Ching Yeung talks to Helen Neal, the owner of HN Communications and Leaders LIVE, to talk about how organisations communicate effectively on climate, people and purpose.
KEY TAKEAWAYS
- More now than ever businesses are trying to do more in terms of sustainability than they did before, even small and medium sized businesses. Some sectors are doing better than others and have realised that if they don’t make these changes now there will be fundamental challenges of their existence, potentially, in 10-20 years time.
- I never set out to start a sustainability communications agency, or an agency at all, a lot of us just fall into these roles. I started out in government relations around policy and campaigning and I did a lot of work within corporates. There was always big questions about the environment and emissions, so it’s always followed me. When I set up as a freelance consultant 6 years ago I kept getting asked to help on things like sustainability strategy and how to embed that in organisations and how they needed to talk about that externally. As we grew out like attracts like and we kept getting more projects in that space so we decided to focus in and become real specialists in this space.
- Sustainability communications is very different to traditional corporate communications or marketing, it’s a different approach and mindset. One of the first things we try to do when working with businesses is try to get them out of that traditional corporate comms or marketing mindset which is always about putting a positive spin on something to sell a product or service. With sustainability communication we have to do it a different way, it’s all about action, so if you have something you have acted on that’s the point to communicate.
- There’s always more to be done for all businesses at this point in the climate journey to 2050. It’s really important for any action that is taken and then communicated, there’s also an acknowledgement of “we’ve done this to this point and we know that there is a next step in our phase that we’re now going to be working on”. That’s where having a very clear sustainability strategy that is linked directly to your company strategy that’s championed by your CEO that’s when we really see sustainable change of a business done in a successful way.
BEST MOMENTS
‘Year on year there are more businesses coming to the table trying to start taking practical action on sustainability, which is positive.’
‘It’s a risk to niche down too specifically, but I think it can be a real added benefit for your business to really become known for something.’
‘Putting out statements or commitments is not enough, until you’ve actually made some practical action on that commitment we’d advise not to go out there and say anything.’
‘Being able to get on the front foot and share the difficulty and challenges around the transition around sustainability is as valuable to your stakeholder, employees and industry as sharing the good.’
ABOUT THE GUEST
Helen Neal: I'm the owner of the award-winning Sustainability Communications agency, HN Communications and sustainability events company Leaders LIVE.
I have two decades of experience in political and social campaigns and communications.
I am an advocate of collaboration and kindness in business and I am on a mission to help businesses do more good in the world.
Website: https://www.hncomms.co.uk/ https://www.leaders-live.com/
ABOUT THE HOST
Tze Ching started her entrepreneurial journey back in 2007 with the launch of a sustainable clothing and home furnishing ecommerce business. Next, she created a sustainable fashion brand.
In 2019, she launched a social enterprise to help raise awareness about the negative impact of fashion at schools and colleges.
Through the 15-year journey, she learned so much, but easily the most meaningful lesson learned was about the importance of marketing. She now focuses on channelling those insights to help others succeed, through We Disrupt Agency, a business coaching, mentoring and digital marketing company.
Tze Ching’s mission is to create a community of global change makers and to contribute to positive change in both people and planet.
CONTACT DETAILS
Tze Ching’s website: https://wedisruptagency.com
Facebook: https://www.facebook.com/wedisruptagency
Instagram: https://www.instagram.com/wedisruptagency/
Twitter: https://www.twitter.com/wedisruptagency
LinkedIn: https://www.linkedin.com/in/tzechingyeung/