When it comes to communications, if you’re not leading with
your values, you’re on the wrong trail, warned keynote speaker Alex Thompson,
Vice-President for Brand Stewardship and Impact for Recreational Equipment,
Inc. (REI), at the PRSA Communicator’s Conference in Portland on Monday, May 8.
“Seeking a higher purpose with a solid bottom line does not
have to be an oxymoron,” said Thompson. “If you lead with your values, that’s
the same thing as developing your brand. As they say, culture eats strategy for
breakfast.” In other words, companies must connect communications strategies
with their social mission and impact.
Thompson related introducing the strategy of encouraging REI
customers and to “opt outside” instead of shopping on Black Friday to the
company’s board of directors. The notion of closing stores on one of the
biggest shopping days of the year was certainly bold if not risky, but ultimately
resonated with both customers and employees.
In another keynote address, Juan-Carlos Molleda, Edwin L.
Artzt Dean and Professor at the University of Oregon School of Journalism and
Communications (UO SOJC), noted that despite increasing use of digital media, we “can’t forget face-to-face communications. Storytelling is
important, but so is engagement.”
Breakout sessions focused on strategic planning,
storytelling, video production, brand strategies and crisis communications. Now
in its 21st year, the one-day conference continues to provide
excellent value as a professional development opportunity for busy public
relations practitioners on a hectic schedule.
