Oct 16, 2018 / in PRSAICONconferencepurposevaluesethicsPRSA / by Sarah Parker

A week ago today #PRSAICON 2018 came to a close, and we're still excited about all of the fantastic keynotes, panels, booth conversations and more the TrendKite team experienced. 

The big ideas that kept showing up across conversations were purpose, values and the importance of ethics: Things that might seem trite or obvious, but are especially important for communications professionals to reiterate for themselves and their audiences via the brands they work with in an increasingly volatile new cycle. 

Purpose drives everything 

Jonathan Mildenhall's general session on the first day highlighted the importance of knowing your purpose in your work and using that purpose to drive the messages you want to share around the brands you work with. 

As consumers increasingly signal that they want to do business with brands who take a stand and share their values, it's increasingly important for those responsible for shaping and communicating those messages to know what those values are and be able to articulate them clearly. 

This isn't something that can be faked, either— consumers demand transparency and authenticity from brands and those same consumers aren't afraid to call brands out when they don't deliver on it.

These aren't just buzzwords to throw around in a meeting. It's something brands and communicators have to actively live by and share in a way that connects with their audience. 

Read more: The top 5 lessons from the Edelman Earned Brand study 

The idea of purpose-driven buyers was echoed in a talk by Stella Lowe from Dell: 

These are the big ideas for a bright future PRSA ICON was focused on this year. 

How do you make it work for your brand? 

Measurement matters. 

The best, most heartfelt messages around your brand's values that are thoughtful and ethical don't matter if they aren't reaching your audience. 

Know what message is getting out there and be proactive in shaping it. 

Let us know if we can help with that. 

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About Sarah Parker

Sarah A. Parker is the Content Marketing Manager for Cision, planning, producing and curating content across channels. She previously managed content and social media for several different brands, in addition to working as a freelance writer. Find her on Twitter @SparkerWorks where she is happy to talk all things social media strategy, the dynamic world of PR, and mastiffs.