How to Communicate Purpose: PR is the Key to Values-Driven Success

In challenging times, when brands are expected to take a stand, silence is no longer an option. As the global business environment is affected by deep political and economic turmoil and climate change, and pressure on brand profitability is increasing, taking care of purposeful business and goals that go beyond business growth is becoming increasingly challenging. Yet, in practice, we see that this task is becoming increasingly important.
Edelman’s 2025 Trust Barometer showed that as many as 53% of consumers tend to think that a brand is hiding something or maybe even complicit if it does not advertise on an issue. This situation goes beyond a question of morality and ethics and potentially becomes a business risk. According to the same research, 60% of baby boomers say that they would not pay for products or services from a brand that ignores relevant social issues.
Below, we explain 6 important steps for brands to approach this topic, how to communicate a business that is firmly based on purpose and what is the key to success.

1. Defining purpose and creating a narrative
A clear idea of what is at the core, or rather at the heart of the brand, is the best answer to this question. Who we are, what we do and how we contribute to the community provides clarity and space for action. The brand’s values and activities should correlate with a commitment to social goals.

2. Internal communication
Purpose starts from within and permeates all levels of the company. The CEO, management and all other employees are those who live and work for this purpose every day and are therefore its best ambassadors. Their involvement, understanding and active engagement are key to the success of any activity, not only in terms of communication. In internal communication, we first show that behind the words are actions and its quality implementation is a predisposition for successful external communication.

3. Establishing partnerships
Partnerships with independent experts and NGOs often provide a fresh perspective and deeper insight into a particular social issue. Not least, cooperation with such partners provides access to specific target groups that brands have difficulty reaching on their own, an understanding of their specific challenges, and additional trust.

4. Strategic approach to communication channels
Social networks are an indispensable tool in everyday communication and can significantly contribute to the visibility of a brand’s positive impact. However, like cooperation with famous and influential people, they can have a downside. If we make a mistake in the messages and content, tone and manner of communication, as well as the choice of influencers, the outcome can very quickly be completely reversed. It is similar in communication with the media. Therefore, what we have to say is more important than the choice of tool, and then a good assessment of how and when.

5. Transparent communication and reporting
Reports on sustainability and brand activities are key to transparent communication. They show how committed we are to the purpose and how meaningful our activities are, i.e. what results we achieve. It is especially important when we can highlight the positive role of employees but also partners in this process. Over time, third-party confirmation will also come to the fore, whether it is professional certificates, awards or recommendations from reputable organizations that strengthen credibility.

6. Adapting to the social environment
While something may seem like a good idea, brands should not find purpose only in the moment and in what somehow imposes itself as a current social issue. Purpose goes beyond buzzwords and seasonal campaigns, so it is important to always keep in mind what we defined in step one, how addressing a relevant social issue coincides with the values of the brand and its long-term impact. In other words, do not succumb to trends, but communicate when it makes sense and the brand has the credibility to do so.