Tag Archives: storytelling
“If you’re running a business that’s not considering the impact that you have on the environment and society or the impact that those things have upon your business, then you’re not operating a business that’s really going to be in existence in the future.” This quote by Kate Wallace, New Belgium Brewing’s assistant director of sustainability, speaks volumes to the mission of Impact Relations, the newest evolution of public relations.
Prosper for Purpose has been working with Yulu Public Relations, a fellow B Corporation, and strategic PR agency, to launch Impact Relations as its own industry. Both agencies are on a mission to showcase organizations who are striving to make a difference. Impact Relations focuses on sharing powerful stories from organizations and individuals to create positive social or environmental impact.
Impact Relations was founded on transparency to create a positive shift in the way businesses and agencies operate. Impact Relations was started in 2011 by Melissa Orozco, founder and creative director of Yulu, with the idea to use PR as a force for good.
When asked about the creation of Impact Relations, Melissa stated, “The original inspiration for Impact Relations was the emergence of Impact Investing from its industry roots of investment banking. Seeing the social and environmental impact become increasingly scalable, and possibilities widen once the discipline of Impact Investing was founded, we wanted to build a similar value-aligned industry within our field of PR. And Impact Relations was born.”
Melissa went on to explain the passion behind the creation of Impact Relations from both her team and Prosper for Purpose. “We are a group of skilled communicators who are committed to challenging our industry’s status quo. In fact, we’re so passionate about the type of PR we do, that we felt it needed a new name. So in our shoot-for-the-moon fashion, we’re creating a new industry for the type of PR we do. We call our expertise and service “Impact Relations,” a new industry that’s emerged from public relations, which leads and inspires by example. Impact Relations is a discipline defined by authentic, resonant communications strategies that help businesses be better, perform better, communicate better, and lead better, to make a positive environmental, governance, and social impact.”
One great example of Impact Relations is Yulu’s World Housing project. Inspired by TOMS Shoes’ One for One business model, World Housing created a similar model for real estate. For every home sold, World Housing constructed a home for a family in a developing world community. Yulu helped bring this story to life by reaching media outlets and creating a video showcasing the inspiration behind the project.
We are excited to be working with Yulu to create this new sector of public relations. Please help us spread the word about Impact Relations by engaging on Facebook, Twitter and Instagram. If you believe your organization is practicing Impact Relations and you want to make a positive difference in PR — share your story!
We’re finally able to wrap our heads around the wealth information we obtained from the always amazing Content Marketing World conference, which was conveniently held in our hometown in September. Immersed in a sea of orange, top content marketing minds from around the world shared with us the latest trends for delivering valuable content – from sales to social media to metrics to messaging and more.
We learned more than we could properly process during the two-day conference, but with time to reflect we now bring to you our top five takeaways from Content Marketing World 2016.
- Document your content marketing strategy. One thing that was reiterated throughout the conference was the importance of documenting your content marketing strategy. Your content strategy should be accessible, detailed and easy enough to understand by anyone. When documenting your strategy, include the architecture of your content (like website navigation or pages), the end goal of the content and how your strategy will be governed. And don’t forget about measurement! Set specific goals that can be measured to determine your ROI.
- Emotive messaging connects your brand to the consumer. Developing content that speaks to consumers on an emotional level can create a special connection with your brand and your customers, differentiating you from your peers. When creating or searching for content, put the customer at the center of everything you do. Make your customers feel good about your brand, and they’ll want to share your content.
- Thought leadership takes content to another level. A buzzword desired by most but understood by few, we learned the true meaning of thought leadership. Thought leadership is the product of your brand’s chief storytellers or evangelists, who bring your content to life. Thought leadership goes beyond the status quo to provide consumers with content that identifies new opportunities or shares exclusive insights that relate to a pain or solution.
- Hug your haters. Haters are not the problem – ignoring them is. Instead of ignoring criticism and complaints from consumers, embrace the negative comments. Good customer service is rare and memorable. By being honest and providing answers to your customers, you are increasing transparency and ultimately building trust that will differentiate your brand from others.
- Find your why. Day two of the conference kicked off with a hilarious address from comedian Michael Jr. But behind the laughs and lightheartedness was a serious message any content marketer needs to hear: find your why. Michael Jr. expressed the importance of knowing your purpose and explained that knowing your “why” will help develop your “what” in content creation.
These words of wisdom only scratch the surface of what we learned at #CMWorld 2016. Thanks to the Content Marketing Institute, who puts together the largest content marketing event on the planet, we are armed and ready to create content that matters in 2017.