Title RESPECT - For more Responsible Purchasing Practices
Project Number 2011-1-CH1-LEO05-00044
Product Mediatisation training
Title Mediatisation training
Product Type modules
The mediatisation training is an important component of the RESPECT innovative approach to stakeholder collaboration. It empowers our target groups with regard to the means (survey tools, communication supports) and ways (strategy, implementation) to improve collaboration and its impact on purchasing practices.
The mediatisation guidelines are an important tool to allow the empowerment of target groups, especially suppliers. It demonstrates that it is important to collect all stakeholders’ point of view, and that each company (of any size and with different financial means) can use surveys to develop some content and better communicate on what stakeholders think, do and want (through an objective content).
The consumer survey design, along with the consumer survey conducted in October 2012 contribute to practically demonstrate how companies can use innovative communication channels to seek input on their CSR practices from supply chains’ end-users, consumers. The RESPECT partnership also demonstrated how to communicate about consumer survey results through innovative and effective communication means, i.e. infographics.
Finally, the Communication training module, which contains elements of the mediatisation guidelines and infographics, contributes to the empowerment of supply chain actors to improve collaboration – through strategic communication and solid content (good practices, stakeholders feedback) - and have a positive impact on more responsible purchasing practices.
The mediatisation training is part of the main training modules for suppliers and buyers on more responsible purchasing practices. It focuses on the communication component of the improvement strategy, allowing an increased collaboration between key stakeholders: suppliers, buyers and consumers. The mediatisation training is composed of different elements:
(1) The mediatisation guidelines, which guide companies (suppliers and buyers) on the use of survey and mediatisation tools, based on the RESPECT approach. Their objective is to provide companies with guidelines on the tools available, explaining them why using them can be useful, what kind of information they can collect and what they can do with it. Using surveys is the best way to make decisions as it allows a better understanding and empowerment of stakeholders (knowing what they do, what they think and where they would like to go). The guidelines provide information on the WHY can companies use survey tools, HOW can surveys be conducted and what are the BENEFITS of using them. In terms of mediatisation (communication of survey results), two different approaches can be followed:
1. The traditional approach: Press release > diffusion to journalists > articles & interviews;
2. The 2.0 approach: Infographics or videos or slideshare > Post on your website, on social networks (Linkedin, Twitter, Instagram, Facebook…) and keep the discussions going, evolving.
(2) The Consumer survey design, which allows companies (suppliers and buyers) to interact with consumers, assess their attitude toward CSR practices and position consumers’ role in supporting good practices. It is not only a way to interact and get feedback from consumers on a particular topic, but it is also a way to communicate about CSR efforts and practices in a credible way (with transparency and through a continuous improvement perspective).
(3) The training module on Communication, which focuses on communication strategies and techniques that stakeholders (suppliers and buyers) can use to increase good practices sharing and improve collaboration with customers.
Target group suppliers, buyers and consumers
Result training modules
Area of application training
Product Languages English