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Truth Be Told

How Authentic Marketing and Communications Wins in the Purposeful Age

Understand the challenges and opportunities for marketing and PR in the age of purpose, learn why it's important to be a 'truth teller', find out how to create authentic messaging, activate successful campaigns, generate honest content and avoid accusations of 'purpose washing'.
EAN: 9781398600164
Edition: 1
Format: 234x156
288 pages

About the book

Purpose as a business philosophy has resulted in organizations struggling to make sense of what they need to do, and 'purpose washing' is commonplace. Truth Be Told identifies the challenges and opportunities for marketing and PR in the age of purpose and shows readers how to create authentic messaging, activate successful campaigns and asses the value that these have for key audiences.

Purpose has become a leadership and managerial imperative for business large and small, non-profit organizations and charities. However, many businesses don't know how to clearly execute this, and the marketing and PR function of a lot of companies struggle disproportionately. This had led to an increase in cynicism and the growth of 'purpose washing'.

When purpose is created with an authentic culture, the opportunity for building brand reputation and positive customer engagement will be significant. Truth Be Told will help readers understand and present the core truths of the company or organization which will drive clear, authentic purpose powered communication.

About the authors

John O'Brien MBE, based in London, UK, is an advisor to business, non-profits, and government bodies on purpose, its activation, organizational culture, partnerships and performance change globally. He is a senior purpose strategist and EMEA managing partner of Omnicom's ONE HUNDRED agency collective.

David Gallagher, based in London, UK, heads international growth and development for Omnicom PR Group. He is co-chair of the PRCA Ethics Council, past ICCO president, past Cannes Lions jury president and serves on the court of the London School for Hygiene & Tropical Medicine, among other advisory boards.