5 ways to practice Conscious PR
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.
What does it mean to be conscious? It’s about being aware, awake and intentional. Conscious brands dare to envision how the world could be and work hard to make it a better place. They are driven by a higher purpose that is beyond profit and they are conscious of the impact their products or services have on the world.
Conscious brands demonstrate their values through action, their communications reflect their mission and they participate in broader issues by providing a platform, educating or advocating for positive change.
With that in in mind, here are 5 ways to practice conscious PR for your brand:
1. Start with why and promote with purpose
You started your business for a reason. Effective PR helps you promote and amplify that mission so you can make a bigger impact. That’s why it’s crucial to identify the purpose behind why you want to increase your visibility. What message or story do you want to tell the world? What is the one thing you want your business to be known for? What services or products do you want to drive traffic to? How do you want the public and the media to describe who you are, what you do and who you help? Answering these questions not only helps you focus on your goals, but it also helps you measure the success of your PR activity and promote yourself with intention.
2. Sense check your content
Always sense check your content and media pitches. What I mean by that is this: ensure your messaging is sensitive to the general news agenda and cultural climate. Use these questions to sense check content or media outreach: Is your story relevant? Are you providing valuable information? Has this angle/story already been covered? Can you bring a new perspective to an ongoing story? Are you pitching the right journalist or posting on the appropriate channel? Why is this story of interest to the journalist your pitching or audience you’re targeting?
3. Be authentic
Now more than ever, brands need to demonstrate their values through action if they want to connect with their audience on a deeper level. Associating your personal brand with a cause that isn’t relevant to your mission will feel performative.
For example, selling rainbow-themed products for Pride month without doing anything to actually support the LGBTQ+ community, however well intentioned this may be, will likely backfire. Consumers are savvy and demand that brands walk the walk, so you need to be backing up your words with action if you want to engage with this community and our allies.
Good PR is driven by truth, which is why I always challenge my clients to identify proof points to support any claims they make in their messaging. By being genuine, you’re able to promote your brand in a way that feels good to both you and your audience.
4. Check your bias
A key part of practicing conscious PR is cultivating self awareness - and this includes knowing your blind spots. Understand your privilege and how it affects the way you see the world, and commit to actively checking your bias in how you communicate. Can your language be more inclusive? More gender neutral? Are you perpetuating stereotypes or causing harm unknowingly? Can you use your platform to amplify marginalized voices and credit accordingly? Much like yoga, this is a practice. Continue showing up, and the rest will follow.
5. Be transparent and open to changing your mind with new information
Honesty is a key pillar of crisis communication best practices, and for good reason. Transparency builds trust with your audience. You don’t need to air your dirty laundry, but you do need to have integrity in your communication and not make empty promises. Own up to your mistakes without defensiveness, and instead speak to the action you’re taking to rectify the situation. If you’re working towards becoming anti-racist and an intersectional feminist, this includes being open to changing your mind with new information and communicating that to your audience.
Embracing a conscious approach to PR means communicating with intention and continuously assessing the impact of your actions. By being authentic, you’re able to come from a place of integrity and create meaningful relationships with your audience.
Would you like to put this into practice and learn how to land press for your brand in 30 days? Let’s talk!
