Brand Purpose Best Practices with Burghardt Tenderich and Julia Kiefaber

Creating a truly purpose-driven communications campaign is a nuanced and laborious process — one that has become increasingly crucial in the world of public relations. In an era where brands are expected to be a part of social change efforts and use their influence for good, it is essential that companies have a road map for creating authentic campaigns that make an impact. Luckily, our team at the Center for Public Relations analyzed almost 300 purpose campaigns in early 2020 to create just such a map. Our associate director Burghardt “BT” Tenderich and director of strategic planning at Weber Shandwick Julia Kiefaber, who led this research and the resulting study entitled “Trends and Best Practices in Brand Purpose Communications,” share some insights from their work for practitioners in this episode of #PRFuture. Tune in to hear Fred, Burghardt and Julia discuss everything from using your organization’s channels to make change to the future of purpose-driven communications in the global landscape. For more on these topics, check out the playback of the 31st Kenneth Owler Smith Symposium at https://www.youtube.com/watch?v=78YQGTFQpP8 and the playback of the Relevance Report 2021 Discussion at https://www.youtube.com/watch?v=JK7keTLMP9U. Featuring: Burghardt Tenderich (@btenderich), Associate Director of the USC Center for Public Relations, USC Annenberg ProfessorJulia Kiefaber, Director of Strategic Planning at Weber Shandwick, Industry Fellow at the USC Center for Public Relations  Host:Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations Follow us: @USCCenter4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. Follow Fred Cook on LinkedIn. Find all our reports at annenberg.usc.edu/cpr.Download the 2026 Relevance Report atannenberg.usc.edu/relevance