Take a stand: How values-based communications can net sweet PR
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Ben & Jerry’s has delicious PR and marketing campaigns, but the organization doesn’t shy away from controversial issues, either. Instead, the makers of ice cream such as Chunky Monkey, Phish Food and Americone Dream have made it a mission to combine values-based decisions and communications with its zany—and sometimes irreverent—sense of humor. Today, more consumers are looking to brands to take a stand on political and social issues, but you don’t have to be an activist to get involved. You can also help your organization focus on important issues and highlight its values—in an authentic way that’s in line with your brand’s voice. Sean Greenwood, the grand poobah of PR for Ben & Jerry’s, will show you the benefits of values-driven communications efforts he’s learned throughout his 3 decades with the business, along with how to earn your PR and values stripes one scoop at a time.
- How you can highlight values and tie them into your communications efforts
- Ways to carry your messages into all elements of PR, including influencer marketing and partnerships
- Tips to increase transparency and foster trust, which can help when crises hit
- How to relay your big messages in ways that align with your brand voice
Sean Greenwood is the grand poobah of PR for Ben & Jerry’s, a title he has earned one scoop at a time. Starting in 1988, Greenwood has seen triumphs and tribulations during his many years with the company, from experiencing Flavor Graveyard creations like Sugar Plum ice cream to flavor sensations like Cherry Garcia. Greenwood took interest in sharing Ben & Jerry’s good news and mission, namely, that organizations can thrive when they lead with their values and consider more than making a profit. In his PR position, Greenwood has created programs, helped with flavors and managed relationships Sir Elton John, Stephen Colbert and more. He led communication strategy for the company’s global climate “Save Our Swirled” initiative and flavor, the equity and EmpowerMint campaign to highlight systemic racism, the launch of The Tonight Dough starring Jimmy Fallon on on the show’s first anniversary, and the unveiling of Ben & Jerry’s non-dairy/vegan line of products. When not poobahing, Greenwood serves as director of public relations and communications at Ben & Jerry’s headquarters in Vermont, resulting in billions of annual impressions served.