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
commercial drone PR case studies

DRONE UAV PR WITH PURPOSE


No matter your objectives, deep client loyalty, investor attention, or brand awareness, drone public relations is the most effective tool to build trust and awareness in the industry.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. 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 the needs of dynamic industries like the drone industry.

DRONE PR AS NIMBLE AS A DRONE


From the FAA regulations to consumer education to manufacturing and assembly, the drone industry is fast-paced and poised for aggressive growth for both privately held and publicly held drone companies.

With deep experience in emerging technologies including commercial drones, Avaans PR is poised to move with the drone industry from startup through IPO. We’re constantly monitoring the industry so we’re immediately ready and up to speed on how we can support our drone industry clients with effective and modern public relations strategies.

PR | Social Media for Purpose Driven Brands

CANNABIS PR WITH PURPOSE


No matter your objectives, deep client loyalty, investor attention or brand awareness, cannabis public relations is the most effective tool to build trust and awareness in the industry.

We’re a modern digitally forward agency that combines emotional intelligence with strategy and data to enhance reputations and credibility. From startup to IPO, we build brand value. 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 the needs of growing businesses.

A SELECTION OF OUR CANNABIS PR CLIENT BRANDS

CBD Public Relations
Binske Cannabis Public Relations
ClubM Cannabis Subscription Public Relations

OUR CANNABIS PR RESULTS

CANNABIS PR INSIGHTS

cannabis tradeshow and conference
PR | Social Media for Purpose Driven Brands
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.

CPG Lifestyle Case Study

TO ENHANCE PARTNERSHIP & INVESTOR OPPORTUNITIES FOR AN EMERGING CPG BRAND THROUGH EARNED MEDIA COVERAGE

THE PR CHALLENGE

An ambitious CPG brand, previously unknown outside its local area, aims to secure expansion investment and distribution partnerships.

THE PR KUDOS

“Exactly what we were looking for in PR representation…smart, tough, persistent, and well connected… Consistently able to pitch us to the right outlets at the right times to get the coverage we were hoping for. Tara and her team are great and she came up with multiple really creative ways for us to stand out from the masses. I would highly recommend Tara and I would happily work with her again in the future.”


Ryan H.,
Marketing VP
CPG Marketing | Product Innovation | Lifestyle Branding

THE PR SOLUTION

Engage business, lifestyle, and vertical journalists on a weekly basis with timely, newsworthy storylines, tied in with announcements, conferences, and media calendars. Storylines encompassed purpose-driven, product-forward, and executive thought leadership,  Ensure national reputation management with media monitoring and on-going strategic counsel. Ensure key messaging consistency through internal training and on-going media training. Develop owned media assets, including video, press kit, and investor deck to stand out from the pack.

NATIONAL REPUTATION MANAGEMENT


Our national brand, competitor and category monitoring informs corporate decisions including partnerships, product development, and U.S. trends in the lifestyle and wellness category. We’re able to zero in on emerging trends before they happen and activate with strategic pitching.

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.

OWNED CONTENT DEVELOPMENT


On-brand owned media, including branded video and regularly updated press kits and investor decks.

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.

AGENCY & PARTNER COLLABORATION


Work hand in hand with a branding firm to ensure consistent key messaging and partner PR agencies to ensure joint announcements are mutually beneficial.

THE RESULTS


Magazine cover featuring brand name and CEO

846 


Unique media mentions in 12 months.

10


Expansion to 10 additional U.S. states and 1 international destination

$7.4 million


Earned media value in 12 months

1


Clio nominated branded video

9% 


Share of voice against 5 aspirational, better funded, more established, national brands.

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b-corp public relations

B-corps are uniquely positioned to be storytellers. But how does PR differ for B-Corps?

Is purpose all it takes to thrive?

 

You started your company to make a difference in the world. You know it, your team knows it, and your loyal clients and customers know and believe in your product and your mission. So, how do you expand your reach? How can others find you in an increasingly crowded B-corp marketplace? Does PR play a role in successful B-corps?

This is an issue no matter what industry you’re in; the audience for your product or service may be larger than ever, and there may be more ways to reach them, but there are also more competitors out there looking to connect with that same audience. This is where a focused and strategic public relations campaign can help.

Expanding your awareness beyond traditional marketing campaigns is especially vital for companies who aren’t focused solely on profits and want to make a positive impact on the world. Becoming a certified B-Corporation isn’t easy, as it requires meeting exacting standards regarding accountability, transparency, and social and environmental impact. After going through the rigorous certification process to obtain B-Corporation status, it’s deeply discouraging if you can’t get your message out to those who want to hear it.

Should B-Corps Leverage PR Over Other Channels?

So, what are your options if you’re a B-Corporation looking to expand your reach? You could try the traditional tools: TV advertising, ads on social media, content marketing, direct mail, and so on. But these tools require significant resources that not all companies have, and worse still, there are signs that they are increasingly ineffective. One study showed that 86 percent of people skip or ignore TV advertisements, 44 percent of direct mail is never opened, and 91 percent of email users end up unsubscribing from company email lists they had previously opted into. These tools may work if you have the resources for a large, prolonged campaign, but they’re not feasible for many organizations.

A better approach for B-Corporations is to let other brands tell their story for them through a strategic public relations campaign. This may seem a bit counterintuitive; after all, you’re giving up control of your message when you use PR instead of more direct marketing or advertising tools. But for many people and businesses, getting a story from a brand they trust is more impactful than when companies try to engage them directly.

Is there any research that proves this theory? In fact, there’s quite a bit of it. A study from the Content Marketing Institute showed that 80 percent of business decision makers and 70 percent of customers prefer to get information on a company from articles rather than ads.

Is PR More Effective for B-Corps?

Why is it that so many people seem to prefer reading about a company in an article rather than seeing an ad from the company directly? For one thing, advertisements can be very pushy, and they have a way of inserting themselves when you’re trying to do something else. If a businessperson or customer comes across an engaging article about a company, however, they can choose to read it when and how they want, on their own terms.

The other reason people prefer to read about a company in articles is the issue of trust. Savvy decision makers and cynical consumers are often skeptical of the messages they receive through advertisements, social media posts, and other types of marketing with a more direct approach. They know that they’re being marketed to, and they’re suspicious that the message and information they’re receiving may be untrue or misleading.

On the other hand, if they get that same information from an outlet that they already know and trust, they’re more likely to be receptive to the message and believe it. This is particularly true for the Millennial generation; research shows that Millennials are 247 percent more likely to be influenced by blogs and social media sites than are older generations. Similarly, 96 percent of B2B buyers are looking to read more content from industry thought leaders, and 93 percent of B2B buyers begin their buying process with an online search. If you can get articles in well-known, respected publications, you’ll rank highly in online search results — and there’s an eager group of businesses who are waiting to hear from you.

This isn’t to say that PR can’t function in conjunction with other tools to help your business grow. In fact, that’s exactly how PR should work. By getting information about your company into relevant and respected publications, consumers and other businesses can learn more about what you do. From there, you can direct them from the articles to your business’ website, social media pages, and other venues where you can engage them more directly.

 

How To Use B-Corp PR with Other Channels

That’s exactly what we do at Avaans Media. We are experts at harnessing traditional PR tools as well as newer marketing strategies, to help purpose-driven brands find success in the marketplace. No matter what you do or what your goals are, we will help you grow and thrive by crafting a strategy uniquely tailored to your strengths.

Here’s one example of how we can use PR to help your business. Our client was looking to break into the consumer packaged goods industry with a range of hemp-based products. Despite the differences between hemp and marijuana, many consumers were unfamiliar with these kinds of products or had negative views of them. We knew we needed purpose-driven campaigns.

To help our client reach their goals, we took a multi-pronged approach that increased their brand awareness and shaped their public image in a positive direction. We celebrated purpose throughout our campaigns, from health and wellness to global sustainability.  We leveraged our media contacts to generate more than 200 articles about the company over three years, averaging five articles per month. These articles generated more than 10 billion earned media impressions over those three years, with an estimated value of over $5 million dollars. By the time the client was ready for their initial public offering, the company’s share price had risen by more than 300 percent, and much of that increase can be attributed to our campaign.

 

Contact Us To Get Started