Public Relations and Sustainability

Many thanks to Dr. Amy Young and her spring PR class.  Over spring semester, the PLU sustainability campaign was examined for its strengths and weaknesses in order to develop a more productive strategy.  One major concern that arose again and again was the lack of a cohesive brand.  What does “sustainability at PLU” really mean?  What are they key words to communicate it?

Dr. Young put forth an exercise to consider:

Brand platform consists of five “planks”:
¤Brand Vision: How does the SO see the world?
¤Brand Mission: How will the SO act on its insight?
¤Brand Values: What is the code by which the SO lives?
¤Brand Personality: What human characteristics would you like associated with the SO?
¤Brand Tone of Voice: How should the SO speak to its audience(s)?
Please comment on what you think the answers to these questions are!

To view the complete presentation, please click here.


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