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| Melissa Orozco |
It’s not every day you meet someone who turns away 80
percent of business that lands on her desk. But that is just what Melissa Orozco, founder of
Vancouver-based Yulu Public Relations, does
to ensure she stays true to her values and those of her company. Started in
2011, Yulu champions socially innovative organizations that are making a
positive social and environmental impact.
Melissa is also a driving force behind the emerging field
of Impact Relations,
which uses communications strategies, messaging, campaigns and storytelling to
influence positive social and environmental impact. As she says, no spin, just
authentic and strategic communications.
Melissa talks more about Impact
Relations and who is doing it well here in my latest blog.
MK: First of all, can you explain why you called your
firm Yulu? Is there a meaning behind this?
MO: Contrary to popular belief, Yulu is not an acronym.
Yulu has Chinese origins, meaning “the journey of words.”
MK: You are very involved in the Impact Relations field.
Can you share what this is and how you got involved?
MO: Yulu’s roots were with nonprofits and social
enterprises, including the Vancouver Farmers Market
and Fuck Cancer, from the start. While we recognized the public’s
growing hunger to support brands that were built on transparency, positivity,
solutions and authenticity, it was still a time when terms like “social impact”
and “social innovation” were considered aspirational and bad for the bottom
line. In 2014, this inspiration and hunger began to take on the undeniable
shape of a new industry, a new way of doing PR. That was when we developed
Impact Relations. One year later, we committed to a portfolio of 100 percent
cause-based clients –- the same year we became the first PR agency in Canada to
become a certified B Corporation and recognized by PR Daily as North
America's Top PR Agency for Corporate Social Responsibility.
MK: As a communications professional, you help clients
raise awareness of their positive impacts on society and the environment.
However, there is always the risk of green washing, blue washing, etc. What is
your approach and counsel when you suspect this may be happening with a client?
MO: Yulu has a strict client-vetting process, which
results in us turning away about 80 percent of the new business opportunities
that come in our door. One of the ways we establish authenticity from brands
and companies that come to us to build a purpose-lead strategy is by ensuring we
have access and complete buy-in from the leadership team. It is also important
that while building out our strategy, we allow time for implementation
throughout the company so that the strategy is not positioned or executed as a
standalone PR initiative. Our process always begins with a deep-dive assessment
where we explore how the company is already creating a positive impact within
the communities that they serve. We follow this process by reviewing the issues
that are impacting their target audience groups to determine how the brand or
organization can add the greatest value and impact.
MK: Have you seen a shift or evolution in how your
clients are approaching CSR or sustainability in recent few years?
MO: Consumer demand and customer behavior have absolutely
influenced the organizational brand purpose movement. Companies are
increasingly seeing that having an authentic social purpose and positive impact
is not only a “nice to have” but it's a “need to have,” in order for them to
stay relevant, competitive and engaging with their customers. You can find many
examples of this on the Impact Relations website here.
MK: Do you notice a difference in approach by sector?
MO: Brands are implementing social and environmental
strategies around the globe in response to the climate crisis that is affecting
all nations and communities. When it comes to social justice issues that brands
are tackling, strategies will vary significantly depending on the issues that
are impacting the communities around them. For instance, in the U.S. you will
see brands championing issues such as prison reform, gender equality, and
racial justices, while other markets such as Canada may have a heavy focus on
issues like indigenous rights and immigration reform. Of course, that’s not to
say there isn’t cross-over of support from brands looking to solve issues that
are universal in scope.
MK: Are companies taking a different approach given the
particular urgency in addressing ESG issues?
MO: Climate change is at the top of the agenda for many
organizations, more than ever. Through the UN’s Global Compact initiative, brands are rallying and
collaborating to address climate action-related SDGs.
If there’s ever been a time to use our voice and
communications to inspire and move people to action, it’s now. The good news is
there is a groundswell of businesses using their expertise, resources and
influence to positively impact social and environmental change. Realizing we
can’t rely solely on government, nonprofits and NGOs to solve all of the issues
impacting society and the environment, corporations are stepping up to play a
critical role in building a more prosperous and regenerative economy. Global
brands like Ben & Jerry’s, Tesla
and Patagonia are among the thousands of companies
placing “social” at the forefront of their enterprise – putting purpose
alongside, or even ahead of, profit. Brands are collaborating with competitors
more than ever for collective action to address global issues and improve
industry standards. It’s no longer about philanthropy; it’s about creating
systemic and meaningful change.
LIGHTENING
ROUND
In terms of CR, what should
corporate leaders do more of?
Lead with their
values and be comfortable advocating for what’s right, not just what’s going to
drive sales or satisfy investors.
\What should
they do less of?
Don't wait on advocating for an important issue until
other brands are leading the way – pave the way!
What CR trend
will we continue to see more of in 2020?
Climate action and collective action.
What are two
to three companies leading the way in integrating purpose with corporate
strategy?
Ben & Jerry’s, Patagonia and Eileen Fisher – all B
Corps!
Name a
corporate leader you admire.
Ben &
Jerry's chief executive officer, Matthew McCarthy
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