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Effecting change

by The 100 Companies
effecting change

Recently, a young colleague was fixated on having her “social justice” voice heard, and she believed that rallies and marches were the best way to effect change.

I explained that we as public relations professionals have the unique ability to create ways for our clients’ voices, whether for causes or products or services, to be heard daily. This process is done first by identifying the goal, then creating a strategy for awareness. Involvement and advocacy are next, followed by action and, ultimately, change.

Change is hard, and may incur naysayers; thus, acceptance of change is often the most critical outcome.

Betsie Gambel, Gambel Communications

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