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


Availability
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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

Whitney Dailey, vice president, marketing and research/insights, Porter Novelli / Cone

Photo of Whitney Dailey

Whitney Dailey guides agency brand strategy, marketing and thought leadership as Vice President, Marketing/Research & Insights at Porter Novelli.

With a strong background in Purpose, CSR and social impact issues, Whitney positions the agency for growth while furthering its legacy as a pioneer in Purpose communications.

For more than eight years, Whitney has led the development of the agency’s award-winning research, such as the 2019 Porter Novelli/Cone Purpose Biometrics Study and 2019 Porter Novelli/Cone Gen Z Purpose Study.

Whitney has her finger on the pulse of all that’s trending within the world of Purpose, which makes her a sought-after after expert in the space from the podium and in client engagements.

Whitney holds an MBA in environmental management and entrepreneurship from the University of Massachusetts, Boston and a BA in business administration from the George Washington University. She is a guest lecturer at Harvard University, Boston College, Boston University and Simmons College.

Accreditation

Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.