Take a stand: How values-based communications can net sweet PR

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.

Key Highlights:

• 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