Integrated Impact Communication Canvas (IICC)

In an era of deep stakeholder skepticism, trust is built not just on your actions, but on your ability to communicate them with honesty and clarity. This toolkit provides a structured, one-page canvas to move beyond glossy CSR reports and craft communications that are authentic, transparent, and impactful. Use this framework to plan any significant piece of communication, ensuring your message is a coherent and compelling narrative that reinforces your purpose, acknowledges your challenges, and builds resilient trust with your audience.

How to Use This Tool

Use this canvas to plan any significant piece of communication related to your company's values or impact. This could be for an annual impact report, a town hall presentation, a website section, or a key message to customers.

Work through the sections from top to bottom to build a coherent and compelling narrative and delivery strategy.

Communication Title / Purpose: [e.g., "Q3 Employee Update on Our Well-being Initiatives" or "Annual Customer Trust Report"]

1. Our Core Purpose

What is our fundamental "why"? This is the North Star of our message.

[State your company's core purpose in one clear, compelling sentence. e.g., "To accelerate the world's transition to sustainable energy."]

2. Our Ethical Strategy

How does our commitment to integrity drive our success?

[Explain the core logic of your Logos Ethica approach in 1-2 sentences. e.g., "We believe that by building deep trust with our employees, customers, and partners, we create more resilient, long-term value for everyone involved."]

3. Stakeholder Group

Who, specifically, are we talking to with this communication?

[Define the primary audience. Be specific. e.g., "Current Full-Time Employees," "B2B Customers in the Enterprise Segment," or "Potential Investors."]

4. Channel, Tone & Messenger

How, where, and by whom should this message be delivered for maximum impact and credibility?

  • Primary Channel: [e.g., "Live Town Hall," "Formal PDF Report," "CEO Video Message," "Blog Post"]

  • Desired Tone: [e.g., "Reassuring and stable," "Celebratory and inspiring," "Direct and accountable," "Empathetic and understanding"]

  • Key Messenger: [e.g., "The CEO," "The Head of HR," "The relevant Product Manager"]

5. Key Commitments to This Group

What have we promised this specific group of stakeholders?

[List 2-3 specific promises or commitments you have made to this audience. e.g., "To provide a safe and supportive work environment," or "To be transparent about how we use customer data."]

6. Performance & Impact (The "Proof")

How are we delivering on our commitments? Show, don't just tell. Use data.

[Present the key data points and results that demonstrate your performance. Use the metrics from your Responsible KPI Kit (Tool 06). e.g., "Our Voluntary Turnover Rate has decreased by 15% this year," or "We achieved a 99.9% uptime, ensuring our customers' data was always available."]

7. Challenges & Failures (The "Honesty")

Where did we fall short, and what are we doing about it? This is critical for building trust.

[Transparently share 1-2 areas where you did not meet your goals. Explain what you learned and what corrective actions you are taking. e.g., "We did not meet our target for sustainable sourcing this quarter due to supply chain disruptions. We have now diversified our supplier base to mitigate this risk going forward."]

8. Future Goals

What is our next objective? What can this stakeholder group expect from us next?

[State a clear, forward-looking goal that is relevant to this audience. e.g., "Our goal for next year is to train 100% of our managers in mental health first aid," or "We are launching a new privacy dashboard in Q1 to give customers even more control over their data."]

9. Desired Outcome & Call to Action

What do we want our audience to think, feel, and do after receiving this communication?

  • Think: [e.g., "That we are serious about their data privacy."]

  • Feel: [e.g., "Proud to work here," "Confident in our leadership."]

  • Do: [e.g., "Participate in the upcoming employee survey," "Adopt the new security feature."]

10. Sanity Check

Before crafting the final message, ask these questions to avoid common pitfalls.

  • Clarity Check: Is there any corporate jargon or overly complex language we can simplify?

  • Authenticity Check: Does this message sound like it's coming from a human being? Does it align with our true company culture?

  • Misinterpretation Check: What is the most cynical or negative way someone could interpret this message? How can we mitigate that?

Next Steps

Once your canvas is complete, you have a powerful, structured communication strategy.

  • Craft Your Communication: Use this canvas as the detailed brief to write your report, build your presentation, or script your video.

  • Engage in Dialogue: Don't just broadcast this message. Use it as a starting point for a real conversation with the stakeholders you identified in your Stakeholder Scan. Ask for their feedback and listen to their perspective.