Day I FICCI CSR Summit Master Classes

Date: March 23, 2020 Venue: FICCI Federation House, New Delhi

Time Session

9:00 – 9:30 am Registration

9:30 – 12:30 pm (includes 15 mins tea/coffee break)

Masterclass Session I: Internal and External Communication – A crucial Tool to CSR Communication is central and crucial to CSR, be it internal communication or external communication. Too Much communication is short of the desired impact, it often misses the mark. A 2012 survey of 47,000 consumers across 15 markets conducted by Forbes and Reputation Institute found that perceptions of a company's social responsibility accounts for 42% of how consumers feel about that company. So, it certainly makes sense that companies would make shaping those perceptions a priority. Are these CSR communication efforts having the desired impact? How can we do a better job of this critical component for internal as well as external audience and stakeholders? What are the pitfalls we are falling into and what are the new insights and tools that can creatively engage with these audience and stakeholders which will enthuse and delight them as well inform and move them. What will help us break through the noise and clutter that we are bombarded with? Will it change hearts and minds, and so build reputation, preference and behaviors? In other words, are companies communicating their CSR commitments and initiatives in ways that establish those CSR efforts as truly relevant to consumers? In this masterclass session you will learn some successful examples of creative and vibrant CSR communication stories as well as learn about new and emerging as well as some classical but powerful tools and techniques in internal and external communication that will potentially refresh and rekindle your relationship with your audience, employees and stakeholders. Trainer: Dr. Sanjeev Kumar Sanjeev has 29 years of experience with core competency in Communication, Strategy development, Management Consulting, training and communication, CSR in particular health, education and nutrition communication, marketing, rural development, hygiene and sanitation, project management, capacity building, media content and production, NGO/CBO/Partner/Vendor management, report and proposal writing, social development, monitoring and evaluation. Have worked in domain like Health, Family welfare, RMNCH+A,

HIV/AIDS, TB/Leprosy, Rural Development, Gender, Adolescents and Youth, ICT, Livelihoods, SHG/Microfinance, PRI, WASH, Nutrition among others. Have worked with national and international NGOs, Central and State government Govt, Private and corporate sector, Donors, funders, multilateral, bilateral and foundations. Have provided technical assistance to national and state government ministries, departments, private sector agencies, UN agencies, bilateral and multilateral agencies, and corporates.

12:30 – 1:15 am Lunch Break

1:15 – 3:15 pm

Masterclass Session II: 7 Lessons for modern CSR to ace their SR on Digital Media We are living in times where your customers yearns for a shared purpose and brands that are actually be proud to be associated with. Admirable quality of your products and services is expected as ground zero. It hence becomes imperative to look at CSR promotion as a key marketing pillar than soft PR initiative on the side-lines. And that’s the reason d’etre of this Masterclass module. 1. Is this CSR even worth it? Two case studies to explain why it is more than any decade

yet. 2. Clarity between future fundraising, past awareness and present awareness 3. Why Online Reputation Management a key pillar for modern CSR? And social tools

to watch out for 4. Content rules for spreading CSR – ‘Sensitive doesn’t mean boring and engaging does

not mean rash’. 5. The choice of media depends upon the campaign – YouTube, Facebook, Instagram

& TikTok are neighbours not twins. 6. 6. The 3 marketing keys to plan a CSR campaign and the audience segmentation laws. 7. External consultants are bonus. YOU are the core. Trainer: Abhik Choudhury

Chief strategist & founder, Salt and Paper Consulting. He is also a visiting faculty of Advertising Research & Campaign Planning at the Advertising & PR department, Indian Institute of Mass Communication, New Delhi. He's a regular contributor for Forbes, Quartz, The National, BusinessWorld & Yahoo Finance. He has cross category experience of over 75 brands like Coca Cola, Malaysia Tourism, Commonwealth Games, IMF, Hitachi, DLF & Zee while having launched World's first licensed Bollywood apparel brand - BollyWoo.ooo, India's fastest growing rural logistics - Ehaat and India's official adventure film festival - Nat Geo & Nikon IMF Mountain Film Festival

3:15 – 3:30 pm Tea/Coffee Break

3:30 – 5:30 pm

Masterclass Session III: Designing volunteering experiences for your workforce - a hands-on masterclass to make you and your organization “Volunteering-ready”.

Volunteering is on the rise More and more businesses are finding that engaging their employees in workplace volunteering provides numerous benefits to the company, employees, and the community. Workplace volunteering is one of the many strategic

businesses are utilizing to think outside the paradigm of community relations and involvement. The session shall focus on:

Volunteering &Technology is making a difference Case study presentation on Volunteering: New-age employee engagement

How to maximize employee engagement Elevate existing Connect EVP with the company’s CSR intervention and creating impact- through

skill transfer

Designing volunteering experiences for your workforce: Is your organization volunteering ready?" Start/design and develop types of EVP program as per company’s need and buy in Stakeholders identification- effective development and management of EVP Progress and Measurement

Trainer: Supriya Singh - Head - Corporate Social Responsibility - Tata Communications Supriya Singh heads Corporate Social Responsibility globally for Tata Communications and its subsidiaries. She has spent the last 13 years of her life in academia, and in improving the life chances of youth, women and children. She has worked extensively with organizations like TERI, Going to School, Institute of Peace and Conflict Studies, Centre for Science and Environment, Reset Berlin, SECMOL, UNICEF and UNESCO. She was selected for the German Government’ leadership training program on Education for Sustainable Development in Berlin and is now a part of its 4-country Expert Net. She travelled to Antarctica in 2012 and is an alumni of 2041’s International Antarctic Expedition. Supriya is on the 2017 global listing of 100 most impactful CSR leaders. She has MPhil and MA degrees in International Relations from JNU, New Delhi and a Bachelor’s in Economics from Fergusson College, Pune. When she is not thinking about disrupting the CSR space, one can find Supriya on an island volunteering at local schools.