Purpose-Driven Public Affairs: How to Build an Authentic Brand in the Public and Press

Name: Purpose-Driven Public Affairs: How to Build an Authentic Brand in the Public and Press
Uploaded: 2023-05-01
Duration: 30 min 6 s
Description: An organization’s authentic purpose is what connects with the press and public today. Join to hear how five key principles guide Royal Canin North America's mission — and how 23andMe created a mission-driven brand committed to the democratization of DNA and stayed true to that purpose in the face of FDA regs and other challenges. You’ll learn:

An organization’s authentic purpose is what connects with the press and public today. Join to hear how five key principles guide Royal Canin North America’s mission — and how 23andMe created a mission-driven brand committed to the democratization of DNA and stayed true to that purpose in the face of FDA regs and other challenges. You’ll learn:

Principles of purpose-driven public affairs: Lessons from 23andMe’s founding to present — and Royal Canin’s commitment to pet health and nutrition.
Managing a consumer facing company in a heavily regulated space — how to operate ethically when dealing with human DNA, research and pet health.
Finding true north: Ideas and partnerships to help identify your purpose, mission and values.
Working with the press: Data, trends, angles and pitches that newsrooms love.
Measuring purpose: Insights to help you track and report corporate reputation.

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