Building Stronger Relationships with Community Relations Narrative Development
Industry:
Corporate Social Impact, Corporate Communications
Offering:
Narrative development
Challenge
The community relations (CR) department of Lowe’s was doing more to help communities nationwide after the covid-19 pandemic. They needed a CR brand narrative that contained aligned key messages, spoke effectively to key stakeholders and provided examples of the high-impact work the CR team was supporting.
Approach
Discover
We led a workshop with senior leadership of the Lowe’s community relations team to define and align on Lowe’s community relations key messages, identify and discuss the key stakeholder audiences and highlight key examples and proof points that could be used to support the narrative.
Refine
- We developed multiple versions of potential CR narratives for consideration by the team and other key company stakeholders. We then supported the socialization of those possible narratives across multiple levels and departments of the company.
Create
- After alignment and refinement, we drafted a core narrative for the Lowe’s community relations team. We supported socializing the new narrative across relevant channels within the company and disseminating it for use with key stakeholders.
- We provided a CR leader walking deck to facilitate Lowe’s leaders sharing the CR commitment externally in an aligned and consistent way.
Results
- CR brand narrative
- Leader walking deck
- Key messages
- Aligned assessment of key stakeholders
- Messaging ”triangle” with aligned talking and proof points
