PR gets a bad rap. In fact, cynics might view it as a profession that helps companies make empty promises or put a positive spin on bad news. The thing is, PR without integrity is really ineffective. A conscious approach to communication is integral to connecting with your audience on a deeper level. Here are 5 ways to practice conscious PR for your brand.

After reviewing the four ways brands have responded to Black Lives Matter, we ask the question: how can brands respond in a meaningful way if they want to enact positive change?