A 2018 Edelman study found that 64 percent of global consumers buy on belief, compared with 51 percent of buyers in 2017. Now, more than ever, consumers are expecting the brands they support to take a stand on social and political issues, so your organization can no longer afford to stand on the sidelines. It’s crucial that PR pros understand how to effectively communicate organizational values and weigh in on current events if necessary—without putting your brand’s reputation on the line.
Join PR News on February 19 to hear communications experts explain how to navigate your brand through a complex and politically-divisive climate where customers expect you to take a stand on societal issues, but may vilify you if you take the “wrong” one. Our panel will teach you how to know when it’s appropriate for your brand to speak up, how to accurately take the pulse of your audience and why it is vital that your brand keeps its word about core organizational beliefs.
What You’ll Learn?
- How to transparently and authentically communicate your brand’s values and stances, without pandering to what you think your audience wants to hear
- When you should take an open stance on a controversial or political issue, and when it’s best to stay quiet
- How to ensure your brand backs its public messaging with measurable action behind the scenes
- Tips and tricks to anticipate and measure sentiment among your consumers about charged political matters
- Strategies to empower your employees to take action in their community, and appropriate communications tactics to showcase this activity
- How to respond if and when your brand receives negative attention for a position it did, or didn’t, take
- Tactics to inspire your social followers to join in and spread your message