[Editor’s Note: In many cases, getting communicators familiar with the sector and business they represent is a necessary step. It’s less so when communicators have extensive experience in the sector.
As such, Fenton Communications CEO Valarie De La Garza tells us the public interest firm hires communicators who are “former advocates, grassroots organizers, political campaign staff and foundation and in-house leaders…we intentionally welcome talent with these lived experiences that set us apart from traditional agency backgrounds.”
De La Garza believes this helps Fenton promote communication “as a central” part of clients’ strategy, “not an afterthought.”
There are many firsts with De La Garza. She’s the first member of her family to attend college, the first Latina editor in chief of the UCLA Daily Bruin and the first woman and person of color to lead Fenton.
In the wake of Fenton naming Karla Wagner its first chief people officer on March 21 and Adam Robles SVP, corporate social good practice, De La Garza argues companies must use data to hold themselves accountable on their social justice and DEI efforts.
Her remarks were lightly edited.]
PRNEWS: What are three things companies need to improve on when communicating social good?
Valarie De La Garza, CEO, Fenton Communications
Valerie De La Garza: Offer authentic stories of impact. It’s not enough to say you’ve made a commitment to drive your purpose forward. [Make sure you are clear about] your goals.
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