From the COMMUNICATIONS EXECUTIVE COUNCIL®o the SALES, MARKETING, ANDCOMMUNICATIONS PRACTICEwww.cec.executiveboard.com
© 2011 The Corporate Executive Board Company.All Rights Reserved.
MIDDLE MANAGER EARLY INVOLVEMENT
Ford’s Sustainability Planning ProcessCreate ongoing managerdialogue soon aftersetting a high-level CSRstrategy.
While most organizationsinvolve junior staf only atthe operational planningphase, Ford consults withmiddle managers early inthe process, as soon as ithas a high-level strategicobjective.
Ford creates ongoingdialogue with middlemanagers through severalconversations designedto help managers withimplementation and adjustthe strategy as needed.
The role o the CSRteam at Ford is that o aconversation broker andcommunication enabler.
1. High-LevelSustainabilityStrategic Planning3. Operational Planning2. Middle ManagerDialogue Loop
Prioritize CSR opportunitiesand set high-level strategicdirection with seniormanagement.Create ongoing dialoguewith junior managers to alignoperations to strategy andreﬁ ne plans.Roll out CSR strategy intooperations.
Begin migrationto advancedtechnology
Fullimplementation oknown technology
Continue leverage ohybrid technologiesand deployment oalternative energysources2007201120202040
Senior management reﬁ nesobjectives/plans resourcesor roll out stage.Educate middle managerson CSR strategy at thesenior level.Share manager eedbackon resource needs/suggestions with seniorleadership.Ask questions to suracemanager resourceconstraints.
Do the legwork for senior management:
Educate middle managers onrelevance o CSR strategy to business unit.
Proactively engage middle managers:
Ask questions to identiy their keyresource and people constraints.
Facilitate urther conversations between middle managers andkey support groups in the company.
Share feedback with senior management:
Feed upwards key inormation aboutaspects o strategy to reﬁ ne.
Role of Communications/CSR TeamMiddle ManagerDialogue Loop
Source: Ford Motor Company; Communications Executive Council research.