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This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business.

The phrase “damned if you do, damned if you don’t” has never seemed more relevant. Today, consumers expect companies to speak out on divisive issues with the goal of making a positive social impact. Yet brands need to be careful not to be perceived as opportunistic or inauthentic. If they are, consumers are as likely to boycott as they are to advocate. So how do brands avoid backlash?

This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business. Brad MacAfee, CEO and senior partner at Porter Novelli, will share a process to identify the appropriate moments in time when a brand can and should have a voice. We will discuss decision-making scenarios, possible outcomes and tactics brands need to evaluate before engaging in any topical, fraught or otherwise delicate public discussion.

By the end of this webinar, participants will be able to:

Understand how brands can address social justice issues in a way that is in alignment with their values and business.
Debate decision-making scenarios, possible outcomes and tactics brands need to evaluate before engaging in public discussion.
Define a process to identify appropriate moments in time when a brand should take a stand.