- Think Targets—Focus specifically on your consumers’ connection to the social issue with which your group wants to engage.
- Know Your Values—Ensure that the issue at hand relates specifically to your brand’s mission.
- Weigh the Impact—Determine whether taking a stance will result in more positive change than potential fallout.
I am Lily Cohen, a senior at the Northwestern School of Journalism at Northwestern University, with a concentration in Integrated Marketing Communications. I have extensive internship experience in public relations and marketing, and am an incoming Enrichment Program Associate at Edelman’s Chicago headquarters.