Stories by Meredith L. Eaton

In a world where influencers-turned-stars and tales of ‘cancel culture’ dominate, it can seem like fame and producing the next viral hit should be important goals. Many brands chase ‘internet fame’ – whether through social content or partnerships with celebrities – but success stories like fast food Twitter wars or Carmax’s viral YouTube video remain elusive. Even if the odds of success were higher, should ‘fame’ and virality be your goals?

PR pros and the company executives they collaborate with often become friends. After all, working closely on everything from brainstorming to crisis communications can be incredibly bonding. The questions arise when colleagues becomes friends and then find themselves working together. Can friends transcend the client-PR firm structure? These tactics will help.

Taking a stand or promoting a cause is important for brands, which want to identify with their target audience and its beliefs. Unfortunately, some brands view events such as Pride month or International Women’s Day purely as profit-making opportunities. Here are three tips brands need to embrace so they can be seen as promoting activism not slacktivism.