In the last ten years, we’ve seen a shift from brands being rightly scrutinized by the public for their lack of transparency to companies taking stronger stances on issues that align with their missions and visions. Today, consumers are making more educated decisions about what brands they support and where they spend their money – in fact, a recent survey cited that 69 percent of U.S. consumers said they prefer purchasing from socially conscious brands. With this, it’s no surprise that public relations professionals have increasingly needed to focus on authenticity in their practices as well.
Brands rely heavily on digital PR professionals and B2B PR agencies for proper insights and execution of strategic public relations programs that highlight initiatives related to Environmental, Social and Governance (ESG) initiatives, such as public health, DE&I, renewable energy, climate change, and sustainability. But what makes purpose-driven PR programs impactful? It starts with being informed, being authentic and showing that your actions speak louder than your words.
Be Informed
In order to create any kind of impactful PR campaign, it’s important to know what you’re talking about. Understanding a topic and the greater impact it is having on the world can better help PR professionals define where a brand fits in and what its bigger purpose is. A recent example of this is in the burgeoning conversation around sustainability and NFTs. While NFTs are the flashy new thing that brands are activating on, there has been a collective call for companies to understand and address the environmental resources it takes to produce NFTs – especially as it relates to companies who have touted strong sustainability initiatives.
Do research, read and take the necessary time to increase your own knowledge on a topic. Think of the bigger picture. Listen to diverse voices speaking on the same topic to gather different perspectives. Taking the time to do this will ultimately prove vital to campaign success in the future as it will keep you from coming off as any brand’s worst nightmare: disingenuous.
Be Authentic
Consumers want brands to speak up on things happening in the world that matter to them. They want to support brands that have strong stances on important topics and have values that align with their own. However, they do not want brands talking strictly for the sake of talking.
Most companies have a mission and vision, and the company’s purpose should be core to both of those statements. It’s critical that when a brand embarks on a purpose-driven campaign the messaging aligns with that of the brand itself. When the messaging is off, or feels out of character for the brand, consumers are going to notice. Brands might think they won’t because they are doing something good and that’s all consumers should care about – but they will. Today’s savvy consumers pick up immediately on a brand that is being disingenuous.
It’s more important now than ever before that brands make their purpose and mission a part of every brand strategy they have – which is where technology PR professionals and agencies come in. Purpose-driven campaigns shouldn’t be one-offs for brands, they should be a normal occurrence. PR professionals can help brands weave their purpose into everyday activities so that when they are taking a big stand, it doesn’t look like a fluke.
Walk the Walk
It’s great to say a brand is going to do all of these things to help the environment or address social injustices but consumers want to see actual change.
A company says they are prioritizing hiring more diverse voices. Where are the numbers to support that? A brand says they are going green in their production. Is there data to support a claim that the brand has decreased emissions this year versus last year? These are the questions that people are going to be asking when a brand makes a claim that they are doing something to improve the world we live in. Words only mean so much, it is the actions of a brand that are going to matter the most.
Consumers today want to see brands playing their part and making a change in the world. However, brands need to take a hard look at themselves, their messaging and overall brand strategy to ensure that they are being authentic in how they choose to speak up and speak out.
– Emma Wolfe, Vice President