Lauren Stubbs

In recent years, Corporate Social Advocacy (CSA) has emerged as a key topic for public relations professionals. As societal expectations evolve, more companies are expected to take a stand on important social issues, from climate change and racial justice to LGBTQ+ rights. However, balancing these social positions with the company’s brand identity and stakeholder interests can be a delicate challenge. In this post, I will explore the risks and rewards of CSA and discuss whether corporations should engage in social activism.

The Case for Corporate Social Advocacy
Advocates for CSA argue that businesses have a responsibility to reflect societal values and create positive change. As consumers become increasingly concerned with issues like environmental sustainability and equality, they are more likely to support brands that align with their beliefs. A company’s stance on social issues can help build brand loyalty, attract a socially-conscious consumer base, and enhance its reputation. For example, brands like Ben & Jerry’s have built strong identities around their commitment to social justice, leading to increased customer loyalty and heightened visibility within key demographic groups.

Dr. Philip Mirvis, a guest on the Stories and Strategies for Public Relations podcast, explains that companies that engage in CSA can show they are in tune with the values of younger, more socially conscious consumers. By aligning with issues such as climate change or racial justice, brands have an opportunity to enhance their public image and foster trust with their target audience. Furthermore, engaging in corporate activism can lead to positive media coverage and strengthen relationships with influencers, activists, and other stakeholders who share similar values.

The Risks of Corporate Social Advocacy
However, corporate activism does come with risks. Critics argue that taking a stand on controversial social issues can alienate customers who hold opposing views. Political stances, if not carefully managed, can lead to backlash and negatively impact a company’s bottom line. For example, in 2018, Nike faced significant criticism when it featured Colin Kaepernick, the NFL player known for kneeling during the national anthem in protest of racial injustice, in its advertising campaign. While Nike saw a surge in sales among its core customers, it also faced boycotts and negative publicity from those who disagreed with the message.

According to an article in PR Week, the backlash from corporate activism can be particularly severe in polarized political climates, where consumers may view a company’s involvement in social issues as a form of “virtue signaling.” If a company does not stay true to its brand identity or fails to communicate its message effectively, it risks losing both customers and stakeholders. This tension between taking a stand and maintaining customer neutrality is something public relations professionals must navigate carefully when advising clients on CSA.

Balancing Authenticity with Brand Identity
The key to successful corporate activism lies in authenticity. A company’s stance on social issues must align with its core values and mission. If a brand supports a cause that feels forced or disconnected from its identity, it risks being perceived as insincere. This was the case with many companies during the Black Lives Matter movement, where some were accused of “performative activism” — publicly supporting the movement without making tangible changes within their own organization.

The San Francisco 49s’ Colin Kaepernick was featured in a Nike advertisement to promote his stance on Black Lives Matter as a Black Athlete.

A strong example of authenticity in corporate activism comes from Patagonia, a brand consistently committed to environmental activism. Patagonia’s stance on issues like climate change and public lands advocacy is not just a marketing strategy; it is an integral part of the company’s ethos. This consistency has built immense brand loyalty and led to the company being viewed as a leader in corporate social responsibility.

Conclusion
In conclusion, corporate social advocacy presents both opportunities and challenges for organizations. On the one hand, taking a stand on important social issues can build trust with consumers, enhance brand loyalty, and lead to positive media coverage. On the other hand, corporate activism can alienate certain stakeholders and expose companies to backlash. The key to successful CSA lies in balancing authenticity with brand identity and ensuring that a company’s values align with its social advocacy. Ultimately, companies must decide whether the potential rewards outweigh the risks — and do so with careful consideration of their unique position within society.

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References
Downs, D. (Host). (2023). Taking an organizational stand on social issues. Is it worth it? Stories and Strategies for Public Relations. https://open.spotify.com/episode/5UaweN3No4zcVxfJSWsgQ6

Mirvis, P. (Guest). (2023). The evolution of corporate activism. The Evolution of Corporate Activism Podcast. https://podcasts.apple.com/in/podcast/the-evolution-of-corporate-activism-with-guest/id1677375263?i=1000650064877

Gallo, A. (2020). How to balance corporate activism with brand identity. Harvard Business Review. https://hbr.org/2020/06/how-to-balance-corporate-activism-with-brand-identity

Robinson, M. (2021). Public relations in the age of corporate activism: Navigating the backlash. PR Week. https://www.prweek.com/article/1695474

In public relations, each tool in the PESO model (Paid, Earned, Shared, Owned) serves a distinct purpose. From ads to shared social content, every piece has its place in a strong PR toolkit. But for me, earned media stands out as one of the most effective. Unlike paid ads, earned media—like press coverage and customer reviews—feels more credible because it’s coming from outside the company. This carries unique advantages that build trust and create a natural buzz that other channels often can’t.

Click here to read a full description of the PESO model with examples.

Earned Media: Building Trust and Credibility

Earned media stands out because it’s inherently more trustworthy than other PESO channels. Unlike paid ads or owned content, earned media relies on third-party endorsements and coverage, which naturally boosts its authenticity. And this trust factor isn’t just an assumption; the 2021 Edelman Trust Barometer found that people are more likely to trust information coming from third parties than directly from companies. This makes earned media a powerful tool in shaping public opinion in a way that feels organic and lasting.

In today’s media landscape, consumers are increasingly skeptical of direct advertising. Securing coverage in credible media outlets or being featured by trusted influencers often proves invaluable. PR professionals leveraging earned media can gain not only visibility but also the trust that often translates to long-term loyalty.

Case Study: Dove’s Real Beauty Campaign

A great example of earned media in action is Dove’s Real Beauty campaign. While it started over a decade ago, it’s recently gained fresh attention around issues of self-image and beauty standards. Dove encouraged organic conversations by featuring real stories of women and girls, which quickly spread through social media and news coverage. This tactic resonated with millions and generated extensive media coverage in outlets from The Guardian to Business Insider, showing the unique power of earned media when the message connects on a human level.

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Measuring Earned Media Success

The impact of earned media isn’t always directly measurable in dollars, but its value in building long-lasting impressions and credibility is tough to beat. According to Cision PR’s Media Report, “76% of PR professionals believe that earned media offers the most valuable results in influencing audiences.” Dove’s Real Beauty campaign proves that earned media goes beyond sales; it builds a sense of brand identity and loyalty that other channels can struggle to replicate.

References:

Cision. (2021). 2021 Global State of the Media Report. Cision PR Newswire. https://www.cision.com/us/resources/white-papers/2021-global-state-of-the-media-report/

Dietrich, G. (Host). (2021, February 23). A PESO Model primer for 2021 [Audio podcast episode]. In Spin Sucks. FIR Podcast Network. https://www.firpodcastnetwork.com/spin-sucks-130-a-peso-model-primer-for-2021/

Dove. (2021). Dove Real Beauty Campaign. Unilever. https://www.dove.com/us/en/stories/campaigns/real-beauty.html

Edelman. (2021). 2021 Edelman Trust Barometer: Global report. Edelman Trust Barometer. https://www.edelman.com/trust/2021-trust-barometer

Rountree, A. (n.d.). The PESO model. Ashley Rountree & Associates. https://ashleyrountree.com/blog/the-peso-model/

From the trenches of World War I to today’s political stage, propaganda has consistently played a powerful role in shaping public opinion. The methods of delivering these messages may have changed, but the core tactics of controlling narratives, appealing to emotions, and spreading misinformation have remained constant. For modern public relations (PR) professionals, the challenge lies in ethically navigating this terrain, particularly in the age of social media.

Historical Roots: Propaganda in World War I

World War I represents a crucial moment in the evolution of modern propaganda. Governments, especially in Europe and the United States, recognized that controlling public sentiment was key to gaining support for the war effort. As a result, agencies such as the British Ministry of Information and the U.S. Committee on Public Information (CPI) were created to handle the dissemination of these emotionally charged messages. Posters, films, and speeches became the primary tools used to appeal to patriotism, fear, and duty.

• Explore historical propaganda posters in the Library of Congress collection.

For example, the iconic “I Want You” poster featuring Uncle Sam was a masterful use of emotional appeal, tapping into citizens’ sense of national pride and responsibility. Additionally, fear was frequently utilized, with enemy forces portrayed as savage threats to society, a tactic aimed at creating urgency and promoting enlistment. Edward Bernays (1928), one of the early pioneers of public relations, highlighted the importance of emotion in propaganda, noting that it often bypasses logic in favor of stirring emotional responses.

“Propaganda is the executive arm of the invisible government,” Bernays famously stated, underscoring how these messages were designed to persuade the masses without the need for critical thinking. Such techniques laid the groundwork for modern PR strategies, which still often rely on emotional appeal to sway public opinion.

Modern Propaganda: Social Media and Political Campaigns

Fast forward to the digital age, and propaganda has evolved into something far more sophisticated—particularly through social media platforms like Facebook, Twitter, and Instagram. These platforms allow messages to spread rapidly, often without the necessary checks to verify their accuracy. During political campaigns, in particular, these tools are weaponized to influence opinions, frequently through:

• Exploiting Confirmation Bias: Individuals tend to favor information that aligns with their pre-existing beliefs.
• Spreading Misinformation: “Fake news” spreads rapidly, especially when it taps into strong emotions such as fear or anger.

A striking example of modern propaganda was seen in the 2016 U.S. Presidential election, where social media became a hotbed for the spread of divisive content. Posts and targeted ads leveraged existing divisions—such as race and political affiliation—to reinforce users’ biases. Allcott and Gentzkow (2017) highlight the rapid spread of misinformation, noting that “Social media platforms have made it easier than ever for misinformation to spread without regulation.” The viral nature of these posts, combined with the emotional charge they carry, makes them especially effective in influencing public perception.

Lessons for PR Professionals: Ethical Navigation

Today’s PR professionals face an ethical dilemma, as the line between propaganda and legitimate public relations can sometimes blur. While propaganda manipulates emotions to bypass critical thought, ethical PR should focus on truthful and transparent communication, allowing audiences to form opinions based on facts.

Here are some key takeaways for PR professionals working in this landscape:

• Fact-Checking: Ensuring that all information shared with the public is accurate and verifiable.
• Avoiding Emotional Manipulation: While emotions are powerful, ethical PR should not exploit them to manipulate or deceive.
• Transparency: Being upfront about motives behind communications and avoiding tactics that resemble propaganda.

Navigating today’s information landscape requires a discerning eye. Always verify the credibility of your sources, compare details across multiple platforms, and rely on reputable organizations to help counteract the spread of fake news.

In conclusion, while propaganda has adapted to modern technology, the ethical responsibility of PR professionals remains unchanged. By prioritizing truth and transparency, PR practitioners can build trust with their audiences and counteract the harmful effects of propaganda. Public relations, when practiced ethically, has the potential to promote a more informed, engaged, and critical audience.

References

Allcott, H., & Gentzkow, M. (2017). Social media and fake news in the 2016 election. Journal of Economic Perspectives, 31(2), 211-236. https://doi.org/10.1257/jep.31.2.211

Bernays, E. L. (1928). Propaganda. Liveright.

Civics 101. (2019, September 17). Propaganda [Audio podcast episode]. In Civics 101. NHPR. https://www.civics101podcast.org/civics-101-episodes/propaganda

Kay Albers, R. (2020, October 27). Marketing, muckraking: Marketing, propaganda, and politics from WWI to Trump [Audio podcast episode]. In Marketing Muckraking. https://rachaelkayalbers.com/episode-20-marketing-muckraking-wwi-propaganda-to-trump-raid/

Library of Congress. (n.d.). World War I posters [Digital collection]. Prints and Photographs Division. https://www.loc.gov/pictures/collection/wwipos/

Introduction

Ivy Lee is often hailed as the father of modern public relations. His innovative strategies set the foundation for the field, particularly in corporate crisis management and transparent communication. Born in 1877, Lee’s influence continues to resonate today, particularly in how corporations manage their reputations during times of crisis. His ideas laid the groundwork for ethical public relations practices, which are vital in navigating today’s complex media landscape.

https://picryl.com/media/lee-ivy-l

Ivy Lee’s Importance in Public Relations

Ivy Lee began his career as a journalist before transitioning into public relations, and his experience in the media shaped his revolutionary approach to corporate communication. One of his most notable contributions was the creation of the “Declaration of Principles” in 1906. This document emphasized honesty and transparency, advocating that corporations should openly share information with the press and public. At a time when businesses often operated behind closed doors, Lee’s call for open communication was groundbreaking. His work with the Pennsylvania Railroad during a deadly train accident, where he issued the first-ever press release, showcased his belief in transparency and transformed how companies interacted with the media during crises.

Watch a recent example of Ivy Lee’s permanent influence on public relations: 

Tiger Woods apology press conference.

His work with John D. Rockefeller during the Ludlow Massacre further cemented his legacy. Rockefeller, who had a tarnished public image after the violent suppression of a miners’ strike, turned to Lee to rehabilitate his reputation. Through strategic communication, Lee successfully humanized Rockefeller, turning him from a villainous figure into a philanthropist in the public eye. This crisis communication strategy, which involved storytelling and philanthropy, became a cornerstone of modern PR practice.

Lee’s Influence on Today’s Public Relations

Lee’s approach to public relations is still visible today in the way corporations manage crises and public perception. His pioneering use of transparency and proactive communication during disasters has become a standard in the field. For example, when companies face backlash, many opt for a public apology and immediate corrective action—a strategy rooted in Lee’s early advice to the Pennsylvania Railroad and the Rockefeller family.

Additionally, Lee’s legacy lives on in corporate social responsibility (CSR) initiatives. Just as he advised Rockefeller to engage in charitable endeavors, modern companies often use philanthropy as a way to boost their public image. Businesses such as TOMS Shoes and IBM incorporate charitable programs as part of their broader communication strategies, showing that Lee’s methods of humanizing corporations through social good are still relevant.

Supporting Sources

Ivy Lee’s contributions are well-documented in academic and professional publications. The Global Alliance notes how Lee’s “Declaration of Principles” laid the foundation for ethical public relations practices, emphasizing transparency in crisis communication. His work helped establish a culture of trust between businesses and the media, a concept that continues to shape PR today​ (Global Alliance PR).

Furthermore, S.L. Bouharrat highlights Lee’s revolutionary shift in corporate communication strategies, showing how his open approach to sharing information with the press was a departure from the secretive practices of the time. His strategies with the Pennsylvania Railroad and Rockefeller are regarded as essential milestones in PR history ​(AMEDDIAS).

Conclusion

Ivy Lee’s legacy in public relations is undeniable. His emphasis on transparency, honest communication, and strategic crisis management set the stage for the modern PR industry. From the creation of the first press release to his innovative work in rehabilitating Rockefeller’s image, Lee’s influence can still be seen today in how companies engage with the public and manage their reputations. His principles continue to guide public relations professionals in navigating the complexities of corporate communication in the 21st century.

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References:

ABC News. (n.d.). Tiger Woods’ Press Conference Apology. YouTube. https://www.youtube.com/watch?v=FA7ty2LQwc0

Bouharrat, S. L. (n.d.). Ivy Lee, a Pioneer of Public Relations. Ameddias. https://ameddias.org/ivy-lee-a-pioneer-of-public-relations/

Global Alliance. (2021, March 3). #ethicsmatter – Ivy Lee and the first code of ethics. Global Alliance. https://www.globalalliancepr.org/thoughts/2021/2/19/ivy-lee-and-the-first-code-of-ethics

Lee, Ivy L. – Harris & Ewing, Studio Portrait – picryl – public domain media search engine public domain search. PICRYL. (1905, January 1). https://picryl.com/media/lee-ivy-l

In class this semester, we dove into the realm of defamation, a legal issue that has become increasingly relevant in the age of digital communication and social media with “cancel culture”. The nuances of defamation law were explained through lectures and readings that explored cases and contemporary challenges, giving me a better understanding of the intricate balance between freedom of speech and protection of one’s reputation.

Defamation, broadly defined as the act of damaging the reputation of an individual or organization through false statements, divided up into libel (written or published defamation) and slander (spoken defamation). The digital age has magnified the speed and reach of communication, intensifying the potential impact of defamatory statements. Our readings delved into the challenges of applying traditional defamation laws to the quickly evolving landscape of online content, where misinformation, or any information, can spread like wildfire, causing harm to a person’s character or a company’s brand.

One key aspect that became clearer to me is the importance of distinguishing between statements of fact and opinion in defamation cases. While statements of fact are subject to truth or falsity, opinions are generally protected as a form of free speech. Navigating this fine line in the context of social media, where individuals often express strong opinions to a public audience, poses a significant challenge for the legal system.

Our readings highlighted the global nature of defamation issues, with the internet being reachable from nearly any location. Understanding the meaning of jurisdiction and enforcing defamation laws across borders is crucial in an interconnected world where digital statements can have far-reaching consequences. 

Overall, learning about defamation laws in class has grown my appreciation for the intricacy involved in balancing the right to free expression with the need to protect individuals and entities from harm to their reputations in the rapidly evolving media world.

defamation – Bing images

Defamation Law image

Nike’s “Dream Crazy” campaign featuring Colin Kaepernick undoubtedly left a profound impact, resonating with me on both emotional and intellectual levels. Kaepernick’s narration, urging individuals to believe in something at the cost of everything, went beyond the boundaries of traditional advertising, creating a narrative that transcended sports and entered the realm of social activism.

The campaign instilled in me a sense of empowerment and resilience. Kaepernick’s bold stance against racial injustice and police brutality served as a powerful reminder of the potential for athletes and public figures to leverage their influence for meaningful change. It wasn’t merely a promotion of athletic prowess; it evolved into a rallying cry for individuals to stand up for their beliefs, fostering a connection between personal conviction and collective action.

However, the campaign’s impact wasn’t confined to inspiration alone; it sparked controversy and ignited debates that reverberated through society. The polarized opinions reflected the potency of advertising as a cultural force, capable of shaping public discourse. Nike’s decision to delve into a politically charged issue demonstrated the brand’s willingness to take risks and address pressing societal concerns, even at the risk of alienating certain segments of their audience.

On a personal level, the campaign prompted introspection about my values and the role of corporations in advocating for social causes. It spurred meaningful conversations with friends and family about the intersection of sports, activism, and corporate responsibility. While I didn’t rush to purchase Nike products solely due to the ad, it undeniably influenced my perception of the brand, associating it with a commitment to social justice.

In the broader context, “Dream Crazy” represented a paradigm shift in advertising. It showcased how brands could go beyond traditional marketing strategies, embracing a more socially conscious approach. The campaign exemplified the evolving landscape where companies recognized the importance of taking a stance on societal issues and connecting with consumers on a deeper, more emotional level. Nike’s “Dream Crazy” left an enduring mark on my understanding of the potential for advertising to drive meaningful societal conversations and shape collective perspectives.

colin kapernick nike – Bing images

With the holidays coming up and the semester heating up, I don’t have much time to scroll on my phone. Although of course I could still waste my time now and cram study time later. College students have a lot going on: the whirlwind of academia, an ongoing social web, and an endless battle to keep up with laundry, dishes, and hygiene. With all of this happening in my life and my time, my attention is limited, and celebrity news or local news aren’t deemed important enough to hold this attention. I don’t have time to hear about local grocers or celebrity breakups. 

Instead of following these stories, I keep up with social media platforms such as Tiktok and Instagram, as most people my age do. On these platforms, I am being shown things other young adults my age are watching and I am able to keep up with popular culture. Some of this is news, or just news that my demographic deems relevant. Most of it is media that my age group finds interesting, or products that my age group are consuming. The algorithm keeps my attention fed with videos that I find interesting and pertinent, so I’m less inclined to turn on Channel 5 News. 

If media or news accounts were to adapt with changing times and change their form of output to Tiktok videos or Instagram posts, possibly with links to an article, they could garner the attention of the young adult demographic. They did really well adapting to Twitter and most news accounts manage their Twitter profiles very well. But these days, many teenagers and young adults don’t spend most of their screen time on Twitter, especially since it has been bought up by Instagram. Media is ever-changing, especially in the Digital Age, and I feel as if news has been slow to adapt to recent changes. If they were to do this, I might catch myself scrolling through a news article every once in a while.

TIktok logo – Bing images

Dear Campus Community Here at the University of Oklahoma,

In the busyness of our daily lives, it’s easy to overlook the pressing issues that surround us. Today, I want to draw your attention to a matter of serious importance – climate change. This isn’t just a global crisis; it’s a challenge that directly impacts our campus and our future. I urge you to pause for a moment and consider the serious consequences of climate change on our lives and the imperativeness with which we must act.

Climate change isn’t a distant problem. It’s happening right now and affecting our campus. Unpredictable weather patterns, rising temperatures, and extreme events are becoming more and more common. Our campus is not immune; it’s experiencing the effects of climate change firsthand. From heat waves that make studying in the library unbearable to erratic weather disrupting campus events, the signs are all around us.

The good news is that we, as a campus community here at OU, have the power to make a difference. By raising awareness, advocating for sustainable practices, and holding our institution accountable, we can create meaningful change. Small actions, when multiplied across a community, can have a profound impact.

By actively engaging with the issue of climate change, we not only protect our future but also set an example for other universities to follow. Our campus has a rich history of activism and positive change, so let’s channel that energy into addressing one of the most critical challenges today.

In conclusion, climate change is not just an incredible concept. It’s a reality that demands our attention and action. By coming together as a campus community, we can cultivate change, raise awareness, and create a sustainable future for ourselves and future generations.

university of oklahoma – Bing images

Look at the beautiful greenery in the South Oval! We must protect this beauty with all efforts!

With determination and hope,

Lauren Stubbs