b-corp public relations

PR WITH PURPOSE


In today’s cancel culture world, navigating purpose-driven initiatives or social impact programs takes a deft and emotionally intelligent touch.

That’s where we come in: we build brand value and communities from the inside out.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. We’re a team of big thinkers with an eye for detail. We dive straight into your purpose to find the connective tissue your clients or customers respond to. We’re fiercely protective of your reputation, tenacious in securing press coverage, and nimble enough to service brands in our dynamic times.

PURPOSE DRIVEN AND SOCIAL IMPACT PR WITH HEART

A SELECTION OF OUR PURPOSE DRIVEN AND SOCIAL IMPACT PR RESULTS

OUR SOCIAL IMPACT, B-CORP AND PURPOSE-DRIVEN PR INSIGHTS

b-corp public relations
Lifestyle PR Agency Los Angeles

A STATEWIDE BRAND RECEIVES NATIONAL EXPOSURE & INVESTOR ATTENTION

THE PR CHALLENGE

To create national exposure and redefine cannabis use for a California-based luxury cannabis subscription box to attract investors and brand recognition.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Co-Founder/CEO

THE SOLUTION

Engage lifestyle, startup, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Increase exposure through on-site activations at tradeshows and events. Ensure effective media monitoring for partnership opportunities and competition.

CELEBRITY WHISPER CAMPAIGN


Our A-List Celebrity whisper campaign secured several paying A-list subscribers. As the word got around in celebrity circles, the word-of-mouth ROI was clear.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

EXECUTIVE PR and BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

PRESS-WORTHY COLLABORATIONS


We conceptualized annual holiday limited edition offerings which enabled never-before collaborations and national press.

THE PR RESULTS

300% Growth


In website traffic from media sources.

200% revenue growth


For 2 years the revenue growth was sky rocketing.

 $750K in earned media annually


From national and California-based lifestyle outlets with an average of 2-3 placements per month.

California PR Firms
PR Firm California
Lifestyle PR Firm in California
Lifestyle PR Firm in California
Lifestyle PR Firm in Arizona
California PR Firms
Get my company in Trend Hunter
429 Magazine
Seattle Bride Magazine
Los Angeles PR Agency

purpose driven public relations

Why Purpose-Driven Public Relations Have an Edge 

It’s easy to see why some companies are skeptical of shifting to a “purpose-driven” business model. Doing so requires companies to take a position on important, potentially controversial issues like environmental protection, workers’ rights, racial and gender discrimination, income inequality, and so on.

Is Taking a Stand the New Social Media in Public Relations?

Taking a stand can generate a swift backlash from the community and consumers. For an example, look no further than the reaction from many fans of the National Football League when several players, mostly notably San Francisco 49ers quarterback Colin Kaepernick, knelt during the national anthem as a protest against police violence.

The NFL is one of the few monolithic institutions left in American life, and the response from its fans would seem to discourage other brands from getting involved in political and social issues. Even President Donald Trump got involved by putting pressure on team owners and league officials. And yet, the NFL’s handling of its players’ police violence protests offers an instructive example of why brands should lean into social causes instead of avoiding them.

After all, what was the ultimate outcome for Kaepernick? The NFL caved on player protests and is allowing social justice messages in the end zones this year. Kaepernick partnered with Nike on their “Dream Crazy” ad, which helped spread his message to a much wider audience. Though the ad was criticized in some quarters, most people responded positively to it. Younger audiences, one of Nike’s key demographics, responded especially well.

Making that ad was a risk for Nike, but it’s a risk that clearly paid off. By being aware of social trends — particularly among some of its core customers — and partnering with someone who had legitimate social justice credentials, Nike scored a public relations coup and rode the wave to increased sales.

Jumping into the realm of social activism is new for Nike, but other brands have engaged in social, political, and environmental causes for many years now. The clothing company Patagonia, for instance, supports many social causes, especially groups focused on the protection and preservation of public lands in the United States. They’ve also imposed a “1% for the Planet” tax on themselves, in which they spend 1 percent of their sales (not just their profits) on environmental activism while encouraging other companies to do the same.

Another brand that’s making headway in terms of changing the way business is done is King Arthur Baking Company. Unlike many larger bakeries, King Arthur is a private company that is owned by its employees and is a benefit corporation. This means that having a positive impact on the world is built into the company’s corporate structure. In an article for the New York Times, Ralph Carlton, one of King Arthur’s chief executives, said “Being accountable to our employee-owners means we have to take them into account. We don’t believe in growth for growth’s sake.” The company’s message is clearly resonating with consumers; according to the Times article, King Arthur’s sales tripled this past spring when many people went into quarantine and started baking their own bread and other goods.

Is a Purpose Driven Public Relations Strategy for Everyone?

These examples and additional research illustrate the gains to be had for brands that embrace social causes. For instance, the research firm Accenture found in 2018 that 63 percent of consumers prefer to support brands that share their values and beliefs. In that same study, Accenture also found that 62 percent of consumers want brands to take a position on social and political causes, and 65 of consumers said their buying decisions are influenced by the values, actions, and words of a company’s leaders.

As we saw with Nike, these trends are even more pronounced among younger audiences and consumers. Other researchers have found that 54 percent of teens age 16-19 boycotted or bought from a brand because of its ethics. Furthermore, 63 percent of teens say they are more likely to buy from brands that back charities or other causes they believe in.

These figures provide more evidence that consumers are eager to buy from brands they perceive as having strong morals and values. However, brand trust is a precious commodity that companies should not take for granted. About 37 percent of teens surveyed in the study mentioned above said they didn’t trust the claims brands make about the causes they support, and 69 percent of teens in the survey said brands overstate how much they support the causes they supposedly champion.

That last point is critical. It’s not enough for companies to say they want to make the world a better place, they have to back it up with their actions and policies. If you tell consumers you’re moving to a purpose-driven business philosophy, you need to give them proof.

Once again, we can look at Nike for an example of this theory in action. Regardless of other criticisms the company has faced in the past, making Kaepernick the centerpiece of a campaign took courage, as he was a pariah in many circles and hadn’t been a star player for several years. But because Kaepernick had sacrificed his career and his reputation for his beliefs, Nike benefitted from his social justice bona rides.

As more consumers push for brands to become more socially and politically engaged, companies that have already adopted a purpose-driven approach or are willing to make a good-faith effort have a tremendous advantage in the marketplace. If you can show consumers that your brand shares their values, they’ll flock to your business.

How to Celebrate a Purpose-Driven Public Relations

 

Of course, getting your message in front of consumers is easier said than done. You need a public relations firm that understands the challenges purpose-driven brands face and the benefits they can provide consumers. Fortunately, PR for purpose-driven brands is what we do at Avaans Media, and we can help show the world what makes your company special.

It’s important not to be too bold or too generic when it comes to PR for purpose-driven brands. You need to be specific about what you’re doing and how it’s generating the kind of positive change you’re striving for. We’ll create a campaign that’s tailored to your company’s specific strengths and goals, and we’ll show consumers that you’re serious about achieving those goals.

This kind of campaign is something we already have experience doing. One of our biggest successes came from helping a nonprofit create content to help parents who were non-native English speakers improve their children’s early education outcomes. We listened to what they wanted to achieve and created streamlined, easy-to-understand social media content for parents to share with each other and their children. Furthermore, we helped the nonprofit lobby the state legislature to fund early education programs for pre-kindergarten students.

Our campaign was a tremendous success, generating more than 401,000 impressions over six months among our target audience, with an engagement rate over 50 percent. The state legislature also saw the extensive community support for the program and funded more early education programs, providing an even greater benefit to the community.

Our organization has the tools and talent to bring this kind of success to your purpose-driven brand. To learn more, visit our contact page to schedule a call with one of our offices. You can also find us locally in New York, Los Angeles, Honolulu, Phoenix, Denver, and San Diego.

why brand values matter to consumers

Why Brand Values Matter to Consumers, Now More Than Ever

The proof is in the numbers

It’s more and more competitive to capture consumer attention, that’s why brand values matter to consumers more than ever. It’s getting harder and harder for brands to create positive impressions in the minds of consumers. Negative impressions tend to linger longer in our minds, and unfortunately for brands who try to make a positive impact on the world, there are innumerable examples of companies doing the exact opposite. From wanton environmental degradation and exploiting workers to harvesting users’ personal data without permission and companies bending to the will of authoritarian regimes abroad, we’re awash in stories about bad corporate actors.

 

This is all the more frustrating for companies who are trying to set good examples of what socially and environmentally responsible entrepreneurship looks like. When you’re trying to do the right thing and your message is drowned out by a sea of reckless and irresponsible businesses, it can feel hopeless.

 

Don’t worry, consumers will take note of your brand values efforts

 

However, companies who are truly committed to building a better world can take solace in one powerful fact: Consumers are on their side. As more and more stories about corporations behaving badly surface, consumers are increasingly looking for alternatives. These more environmentally and socially conscious consumers want to know that their purchases are going toward a good cause, and they want to see companies take a stand on social, environmental, and political issues.

 

When you consider the current political and social environment, together with increasing evidence of climate change, this change in consumer preferences becomes even more obvious. People don’t want to contribute to the destruction of our planet, and they want to support companies who are working to disrupt or improve the current status quo. Why wouldn’t they choose to buy from purpose driven-brands?

 

The proof is in the numbers

 

There’s plenty of research to back up these claims. Take this 2018 study from Accenture. They surveyed nearly 30,000 consumers from around the world about their purchasing decisions and the brands they support. Accenture found that 63 percent of the consumers they surveyed preferred to support brands that reflect their values and beliefs.

 

There’s more: Accenture also found:

  • 65 percent of consumers prefer to support companies treat their employees well,
  • 62 percent of those surveyed preferred to buy from companies that try to reduce their use of plastics and want to improve the environment.
  • 62 percent of those surveyed also wanted the brands they support to take a stand on the social, cultural, environmental, and political issues that they care about.

 

Accenture is not alone in their findings. A 2018 study from the research agency Edelman found that 64 percent of consumers will either buy from or boycott a brand based solely on the brand’s stances on social or political issues, which highlights the challenge for brands. This is why a brand-friendly PR firm is so important, we can help you navigate the risks and opportunities that optimize purpose-driven communication. The survey included over 8,000 people in eight different markets worldwide, and the researchers also found that 53 percent of those surveyed believed that brands could do more to inspire social change than governments can. Regardless of whether brands really have that power, consumers increasingly believe that they do and are basing their-decision deciding accordingly.

 

These trends in buying habits are particularly pronounced among one key demographic: Teenagers. A 2018 report from MediaCom found several important statistics related to teenagers’ buying habits and the brands they support. The survey found that 54 percent of teens age 16-19 had deliberately bought or stopped buying from brands because of the brands’ ethics. The research also found that 63 percent of teens are more likely to buy from brands that support causes or charities they believe in. However, skepticism among teens concerning brands is still rampant, as 37 percent of those surveyed were doubtful of brands’ claims regarding the causes they support and 69 percent believe brands overstate their level of support for their chosen causes.

 

Taken together, these data points represent a massive swing in consumer decision-making habits. In the past, many companies stayed away from social or political causes out of fear or because they didn’t want to risk a backlash from consumers. But the data show that if brands take a stand on social issues and can demonstrate their authenticity, consumers will respond positively and adjust their buying habits.

 

We can already see how major organizations are taking this data and incorporating it into their marketing efforts. The shoe company Toms has donated one pair of shoes for every pair sold since its founding 13 years ago, making it an exemplar for other businesses to follow. Additionally, Toms has become a certified B-Corp, meaning they meet strict standards for accountability, transparency, and social and environmental impact. Finally, Toms has also pledged to spend at least one-third of its annual net profits on charitable causes, which is much more than most other corporations can say.

 

So, where does this leave your brand if you’re dedicated to making the world a better place? It’s simple really: You need to get that message out to consumers, and you need to do so in a way that’s genuine. That may be a challenge for some companies and some PR agencies, but not for Avaans PR. Helping purpose-driven brands get their message across is what we do, and we can create a campaign for you that plays to your unique strengths.

 

How Avaans PR Can Help with Brand Values

 

We’ve already helped a number of brands do exactly this. In one case, we worked with a nonprofit organization focused on helping pre-Kindergarten students from economically disadvantaged families become better students. We had to create compelling content aimed at two very different audiences: The families who needed help and state legislators considering funding more early education problems.

 

We kept the design of our content simple, using visuals wherever we could, and maintaining a supportive tone throughout. This encouraged families to share content with one another and avoided coming across as paternalistic or lecturing, which also helped to avoid alienating decision-makers at the state level. And the campaign worked: The state legislature funded the early education problems, and we generated over 401,000 impressions among our targeted audience during the length of our six-month campaign.

 

If your brand is seeking to expand its reach and you’re not sure where to begin, we want to help. You can set up a call with our team by visiting our contact page, or you can find us locally in New York, Los Angeles, San Diego, Denver, Honolulu, and Phoenix. We look forward to hearing from you.

UAV Technology PR

Cutting Edge Drone PR and Communication Sets The Stage for Tomorrow

THE PR CHALLENGE

Our client, a publicly-traded drone company, has been groundbreaking drone development for 8 years already. As they enter the next stage of growth including defining new verticals and lines of business, our team manages press relations, reputation management, and provides strategic analysis into emerging industries. We also collaborate with the Investor Relations Firm.

THE PR SOLUTION

We develop a strategy that meets the needs of this dynamic company through a managed approach to press relations with an owned/earned/paid campaign strategy towards verticals of importance.

DATA DRIVEN COMMUNICATIONS


With media monitoring, we provide insights and strategies which increase reputation and authority.

CAMPAIGN MANAGEMENT


We develop ongoing campaigns which meet the needs of this growing & publicly-traded company.

STRATEGIC ADVISEMENT


We evaluate industry trends through the lens of goals & opportunities and provide strategic insight to manage the brand reputation.

THE PR RESULTS

101% 


Increase in Share of Voice versus key marketplace competitors.

31% 


Share of Voice throughout entire industry conversation.

142%


Increase in share price within first 4 months.

150%


Increase in audience size over previous year

343%


Increase in media inclusions over previous year

$4.6 Million


Estimated earned media value

32 


Average media inclusions per month

149%


Increase in earned media value over previous year

Wellness PR Based in Los Angeles

A GLOBAL CPG BRAND IN AN EMERGING MARKET USES PR SUCCESS AS IT PREPARES FOR AN IPO

THE PR CHALLENGE

To normalize hemp-based products to the general consumer market while establishing the brand as an international consumer packaged goods leader in the vertical, increase consumer awareness, and prepare for a successful IPO.

THE PR KUDOS

“Nearly solely responsible for the development and implementation of our public relations campaigns, offerings and promotions, and media management…an excellent feel for gauging public opinion and projecting public reaction to certain campaigns. Best of all, the  campaigns were universally successful, providing significant and measurable growth…comes with my highest recommendation.”


Chris H.,
Marketing VP

THE PR SOLUTION

Engage scientific, lifestyle, vertical, and business journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Ensure global reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training.

GLOBAL REPUTATION MANAGEMENT


Our international brand and category monitoring inform corporate decisions including partnerships, product development, and U.S., European, and Asian consumer trends in the lifestyle and wellness category.

ON-GOING COAST-TO-COAST MEDIA ENGAGEMENT


Activate media calendars with personalized review opportunities for selected journalists quarterly, which increased journalistic coverage as well as word of mouth.

SOCIAL MEDIA & COMMUNITY MANAGEMENT


On-brand owned media, including organic social media and blogging content calendars that support PR & branding initiatives through inviting copy and engagement tactics.

EXECUTIVE BRANDING


Reinforce executive thought leadership through media profiles, speaking engagements, and custom content development including paid, earned, and owned content.

WORD OF MOUTH CONFERENCE & TRADESHOW ACTIVATIONS


Ensure on-site coverage with journalists through activations of on-site journalists and sponsorships through engaging experiences and access.

SPORTS CELEBRITY ACTIVATION


Activate athletic spokespersons including a former NFL player, as a spokespersons and faces of the brand in social media, owned content including, earned media and in-person appearances.

THE RESULTS

200+


Pieces of press coverage over 3 years, averaging 5 pieces of coverage per month.

10+ Billion


Earned media impressions over 3 years, with an earned media value of over $5 million.

300% 


Increase in the stock price of an over subscribed IPO.

Consumer Product PR Firm
National Media PR Agency Los Angeles
Business PR Firm California
Wellness PR Firm
Media Relations Agency Los Angeles