The month of March is the official “B Corp Month,” a celebration of purpose-driven companies and their missions to promote positive social, environmental, and economic change. Though the “holiday” month is a time to laud accomplishments in these areas, promoting the value of “using business as a force for good” is something we can communicate all year long.
It is an unfortunate truth that our news feeds are mostly filled with acts of anger, violence, and negative storytelling. But we believe we can change the narrative towards a focus on positive change and action. A business whose mission is to make a positive impact, whether a certified B Corp or any purpose-driven company, should share their stories and celebrate their good work all year round. It is our hope that someday we open our news feeds and see more positive than negative. Here are our thoughts on how to make this happen:
Share GOOD stories
If your company is working hard to institute positive change in the world, share it! People won’t know what you do if you don’t tell them. Share your stories of good with the media, let them know your impact. Put together a plan for the year that includes ongoing media relations and storytelling. Positive change inspires other positive change, but only if we know it is happening.
Find partners
Together everyone achieves more. That old adage from your high school sports team still rings true. If your company develops solutions leading to cleaner rivers, and other works to encourage the return of native fish species to our waterways, think of what you could accomplish together. Do some research and put together a list of potential partners in the community. These could be like-minded organizations, those that serve complimentary groups or purposes, or those that could be referral partners. Once you have your list, create connections. See what opportunities may exist for partnerships, shared events and promotions, and mutual support.
Be the expert
As a leader in your organization, you know a thing or two about your industry and cause. You are an expert, so look for opportunities to share that expertise with others. For some, this may mean speaking on a panel at a local Rotary club meeting; for others, this may mean delivering a keynote address at SXSW. Whatever your comfort level, don’t be afraid to share your knowledge with others. Expert positioning is a wonderful opportunity to build trust and credibility and awareness for your cause with new audiences.
Content is king
How many times have you Googled a topic and found the most useful response or advice on someone’s blog or YouTube channel? As an expert in your field, utilize owned content as a way to share your story, expertise, and good work. Content creation can be fantastic for SEO purposes, but also serves as another way to get in front of new and existing audiences to tell your stories.
Though “B Corp Month” is nearly over, the spirit behind the celebration lives on year-round. And not just for B Corps – for all companies that operate from a values-driven corporate mindset. At Orapin Marketing + Public Relations, we are not (yet) a certified B Corp, but we work to lift up our partners and celebrate those companies who are driven by purpose, who work for the greater good, and who are making a positive impact in our world.
Rhiannon Hendrickson is the founder and CEO of Orapin, which helps purpose-driven organizations transform their random acts of PR into a strategic, consistent approach that generates greater awareness and impact. She has worked with organizations of all sizes across myriad industries and causes to develop earned media and thought leadership programs that generate awareness, engagement, and, ultimately, support for those that are making a meaningful impact.