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What’s the difference between authentic purpose and PR spin?
Vanessa - Authentic purpose is when a brand’s actions and communications are rooted in its true ethos, not just a marketing tactic. In today’s landscape, both journalists and creators can quickly spot
when a message doesn’t feel true. Authenticity comes from aligning messaging with a brand’s
long-term values and behaviours, rather than simply attaching the brand to a trending topic or
cause.
PR spin happens when brands pivot inorganically, insert themselves into conversations where
they don’t belong, or prioritize optics over authentic core values.
How do you measure impact in purpose-driven campaigns?
Vanessa - In PR, metrics are only part of the story. A placement in a national outlet or a viral creator video may look impressive, but if it doesn’t reach the right audience, or if the sentiment is negative, it
won’t help move the needle.
We measure impact by combining quantitative results (impressions, engagement rates, share of
voice) with qualitative insights (audience reaction, sentiment, discourse). This layered approach
gives a more accurate read on how a campaign resonated and whether it shifted perception.
It’s also important to remember that purpose-driven PR is often a long game. Impact may not
show up in immediate spikes of coverage or sales, but in building credibility, trust and advocacy
over time. Sustained, strategic communication is what drives meaningful change.
How do you handle public skepticism?
Vanessa - Public skepticism is a common response in an age where audiences are hyper-aware of
“greenwashing” or “purpose-washing.” The best way to address it is with transparency,
consistency and proof.
We encourage brands to show, not just tell: back up commitments with tangible actions,
measurable goals and updates. This is particularly important during moments like the holiday
season, when consumers are inundated with corporate social responsibility messaging. The
brands that stand out are the ones that engage with sincerity and long-term commitment.
