Brands Taking A Stand Against Social Injustices – When Staying Silent Is No Longer An Option


Availability
Live May 21, 2019 3–4 p.m. EDT
On-Demand, available May 28
Full Price: $200
Members: Free!

Categories: Branding, Leadership & Management, Social Media

This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business.

The phrase “damned if you do, damned if you don’t” has never seemed more relevant. Today, consumers expect companies to speak out on divisive issues with the goal of making a positive social impact. Yet brands need to be careful not to be perceived as opportunistic or inauthentic. If they are, consumers are as likely to boycott as they are to advocate. So how do brands avoid backlash?

This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business. Brad MacAfee, CEO and senior partner at Porter Novelli, will share a process to identify the appropriate moments in time when a brand can and should have a voice. We will discuss decision-making scenarios, possible outcomes and tactics brands need to evaluate before engaging in any topical, fraught or otherwise delicate public discussion.

By the end of this webinar, participants will be able to:

  • Understand how brands can address social justice issues in a way that is in alignment with their values and business.
  • Debate decision-making scenarios, possible outcomes and tactics brands need to evaluate before engaging in public discussion.
  • Define a process to identify appropriate moments in time when a brand should take a stand.

Presenter

Brad MacAfee, CEO and senior partner, Porter Novelli

Photo of Brad MacAfee

Recognized for his ability to focus on long-term strategic opportunities as well as his tactical and interpersonal leadership skills — Porter Novelli Chief Executive Officer, Brad MacAfee, draws from more than 25 years of public relations experience in both agency and corporate positions.  Porter Novelli is a global public relations agency built on a rich heritage of marketing for social good. The agency partners with industry leaders in four practice areas to make positive impacts on their customers - Consumer Brand; Global Health + Wellness; Technology and Food and Nutrition.

     

Accreditation

Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.