Your client is a grocery delivery service who wants to enhance their visibility in the market and come to you for advice. How would they be able to do it? Well, you have to consider the purpose of their business and how they could better connect with the community. Do not look at just how they could increase their sales or get a better return on investment. It’s much more than the bottom line. Maybe you could look at the reasons that they use your service, like how it would save time spent at the grocery store so that it gives more opportunities to indulge in family activities.
A study showed that purpose driven PR resulted in 58% of employees being more loyal to their companies.66% of consumers were inclined to buy sustainable products that protected the future of the planet. So purpose driven PR is on the rise and is very much part of today’s environment. It not only improves brand reputation by PR firms San Francisco but also increases employee engagement and results in a positive social impact.
Why Purpose-Driven PR is on the Rise
There are three main reasons why purpose driven PR is on the rise today. We will expand on these reasons as follows:
1. It improves the Bottom-line
The first thing to notice is that purpose driven PR was responsible for improving the organization’s bottom line. A study by Kantar in 2020 revealed that purpose driven companies experienced a 175% increase in value, compared to 70% for other firms that weren’t so sure. It’s also great to listen to the voice of your consumers. Nike’s 2016 ad with Colin Kaepernick briefly caused a negative reaction but its value rebounded as more and more consumers appreciated the cause of racial injustice. It led to an increase of $6 billion in the value of the company. So Nike was in sync with the feelings of its followers on social media.
2. It Boosts Your Brand’s Reputation
Purpose driven PR can also be used to boost your brand reputation. It can help promote a positive image or help in reducing the impact of a negative one. You should always track social media comments and respond to ones that can have an adverse impact on your reputation. A case in point is when Uniqlo decided to initially remain in Russia at the start of the war with Ukraine, stating that clothing is a necessity. This stance was not welcomed and backfired miserably, leading to a decline in sales. Ultimately the firm had to backtrack or face the prospect of social boycott.
3. It Unlocks your Brand’s True Purpose
A company can have a social purpose, such as reducing its carbon footprint and engaging in sustainable practices. It can look to connect with its customers emotionally, by inspiring them to pursue their dreams. You could also have the purpose to promote travel and cultural exchanges, say by providing accommodation facilities that encourage such actions. So it’s really up to you to define your brand’s true purpose and how it would better relate to the PR purpose of your firm. It’s great to practice active listening as you go on social media and other channels to see what people are saying about your company and its products and services. Responding to the larger issues that have a broad social impact is one of the key goals of a purpose driven PR initiative.
How Agencies Can Grow Your Company with Purpose-Driven PR
Purpose driven PR is one of the proven ways to grow your reputation as a firm. All PR agencies need to be more purpose driven to not only improve their own impact but also that of the clients they work for.
We start with the company’s mission, purpose and values, and relate these to the stakeholders and the larger community. Connecting the purpose to the audience is the most important part of the campaign. You also have to choose the methods of communication in terms of the channels you have selected, the tools you will use and the overall purpose of your strategy.
You have to see what is important to your audience, why it matters to them, what do they want to achieve, what are the challenges they face and why would they want to buy your product to solve their problems. Also look at the reasons they would be motivated or constrained in their decision to purchase your product or service.
If you begin with the why, you can fashion your strategy around this purpose. You have to think of an authentic purpose and how to establish an emotional connection with your audience. Use a strategy that sets your brand apart from others, and always focus on the long term. You will have to look at the social impact of your campaign and create a campaign that promotes the brand’s message, establishes a connection with customers and drives business success while having a positive social impact.
- You should start by building a community that identifies with your purpose. This creates interest in your marketing campaign. It will help build a movement.
- If you don’t have a lot of money to spend on advertising campaigns, use the power of social media to make your campaign viral. Working with influencers who are aligned with your purpose is good because their interests match your brand profile.
- Craft stories and events that will promote the message of your brand. These elements further intensify the impact of purpose driven brands and lead to business success. In fact, these efforts should be a major part of your marketing campaign.
In this way, PR and marketing agencies can practice purpose driven strategies. A brand should stand for something that transcends the profit motive or the products it sells. That is the true purpose of its existence.
Conclusion
We can summarize from the above that purpose driven PR strategies are here to stay. They focus on a company’s real reason for being, looking at the larger picture and communicating the purpose with truth and passion. When we do so effectively, it will create positive change that is appreciated by all stakeholders, both within and outside the community..