Purpose-driven brands should speak out on issues aligned with their values. But without strategy, unfair cancellations may result.
Corporate Social Responsibility
Airbnb’s example proves that when it comes to effective CSR, writing a check and issuing a press release simply aren’t enough.
With the UN report (Aug. 9), sustainability’s visibility gets another boost. Yet it’s not a slam dunk for brands to communicate sustainability practices. Here are ways they can succeed.
For some consumers, a great product isn’t enough. When given an option, they’ll choose something from companies whose social purposes align with their values. Based on content during PRNEWS’ Media Relations Virtual Event, this trend… Continued
Crisis Insider contributor Brett Bruen talks with Alyssa Farah, former President Trump’s director of communication, about lessons learned from what were undoubtedly some of the most intense interactions any media relations team ever experienced. Several are relevant as companies prepare for, and respond to, today’s polarized political climate.
In interviews, we found pro bono has several meanings. Strictly, it’s free work. In PR, it also encompasses volunteering at nonprofits. At some shops it includes at-cost or highly discounted work. Some brands consider pro bono tantamount to what many call corporate social responsibility.
It seems standard practice that companies must act, or at least speak, on social and political issues. In addition, it’s generally held that CEOs, often the face of a company, have a duty to take stands on issues. The deeper you go, though, all this appears more complicated.
You’d think environment, social and corporate governance (ESG) issues might suffer during the pandemic, when survival takes priority. Yet Hill+Knowlton Strategies’ new SVP and lead of its Better Impact consultancy Cathy Resler says ESG is thriving. The global crisis, she says, led people to look at their values. This collective gut-check allowed some companies to re-think how they act, including on ESG issues.
In today’s polarized climate, companies and CEOs take a risk when they speak out on political and social issues. On the other hand, remaining silent can be just as dangerous. Here are several tactics PR pros can employ as they help companies navigate these difficult situations.