Meeting Business Objectives Through Social Purpose

This evening workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Branding, Emerging Trends, Social Media

Businesses today must navigate an unprecedented new social ecosystem with a  24/7 web-enabled public monitoring their behavior. Successfully navigating this new landscape and attracting next generation talent demands C-suite strategies that align with rising public expectations for business. Transparency is the new currency that builds trust with stakeholders,  enhances brand value and meets business objectives. Brands have a role to play in solving problems, addressing issues and taking positions that reflect the mission and values of its organizations. Join Barie Carmichael and Angela Chitkara for this evening session to discuss the imperatives of how to meet business objectives through social purpose.

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

  • Understand the data supporting rising public expectations for business.
  • Anticipate the new social ecosystem's impact on business reputation and strategies.
  • Anticipate the social footprint of business strategies to mitigate a new category of business risk: Inherent Negatives.
  • Stakeholder strategies to successfully navigate brands and reputation in this new landscape.

In partnership with:

APCO Worldwide
PRSA NY Chapter
PRSA Educators Academy
Branding + Integrated Communications ( BIC) at The City College of New York ( CCNY)


Light snacks to be served.  Registration is limited to 30 participants.


Barie Carmichael, senior counselor, APCO Worldwide

Photo of Barie Carmichael

Barie Carmichael is an author, Batten Fellow at the University of Virginia Darden Graduate School of Business, and a Senior Counselor at the global communications consultancy APCO Worldwide. She has more than thirty-five years of experience in corporate communications, with positions including Partner with the global advisory firm Brunswick Group and Dow Corning’s Corporate Vice President and Chief Communications Officer.


Angela Chitkara, CUNY Mellon fellow, pr track director, branding + integrated communications, The City College of New York (CCNY)

Photo of Angela Chitkara

Angela Chitkara is PR Track Director in the Branding + Integrated Communications (BIC) program at The City College of New York ( CCNY) and Founder and CEO of Seven Corridors, a global strategic communications firm turning 10 years old this year. Previously, Chitkara has explored the world as a journalist in the US, Asia, India, and Africa markets. Her research interests lie in diversity and inclusion, leadership and social purpose. She is a current board member of the PRSA-NY chapter, committee member of PRSA National Diversity and Inclusion chapter and At-Large Director PRSA National Educators Academy. She is based in NYC.