Equitable Public Relations in the Digital Age: Examining Ethical Practices and Public Opinion in the World of Social Media Branding
Cloe Loosz, Point Park University
Abstract: In today’s Digital Age, human interactions have transformed into pixelated images and messages. Public Relations (PR), stands at the forefront of digital corporate communication, fostering connections between organizations and their social media audiences. This essay, along with select findings presented at the 2024 Northeast Regional Honors Conference, intricately examines the role of PR in shaping brand identity and building trust in a media-saturated environment.
This paper identifies ethical communication practices, including accurate information dissemination and inclusive representation, as vital for maintaining public trust in the digital age. It stresses the importance of brands engaging in genuine advocacy rather than performative action, using the backlash against Kendall Jenner’s Pepsi commercial and the success of Dove’s body positivity campaigns as example case studies. These examples highlight the need for brands to align their values with social causes to positively impact society and build consumer trust.
Performative corporate allyship is particularly relevant in today’s digital landscape and must be addressed transparently by public relations professionals and their clients. By examining the evolving landscape of public relations, this essay aims to guide readers through the world of social media relations, helping them critically evaluate the corporate media they consume while also encouraging PR professionals to define and prioritize ethical practices. Corporate Social Responsibility is more than just a statement or a press release; it is integral to brand identity.
Imagine your digital morning ritual. In just five minutes, a flood of information seamlessly intertwines the death of your favorite celebrity with the latest political bombshell. Notifications continue to bombard your screen, vying for attention. Amid this digital chaos, LinkedIn offers professional advice through a suggested blog post, friends share viral products via Amazon links, and Old Navy lures you with a 50% off Black Friday extravaganza. The morning ends with a casual doom scroll, featuring a meme of Kendall Jenner’s tone-deaf protest-themed Pepsi ad. This scenario is not exaggerated; it is a daily reality for many of us in this digital age. We have all experienced some form of this digital dance before, where the distinction between personal content and promotional content blurs.
This blending of content is especially pronounced among Gen-Z users, the latest wave of adult consumers and marketers. To connect with this socially progressive generation, companies are increasingly adopting marketing strategies that are intended to resonate as authentic and organic. These strategies are also often designed to align with popular socially progressive trends like body positivity and climate activism. While brand activism has gained prominence in mainstream marketing, it is not a new concept.
For example, in the 1930s, Edward Bernays, often referred to as the father of public relations, was hired by the American Tobacco Company to encourage women to smoke. Bernays then orchestrated a highly publicized event during the Easter Day Parade in New York City, where women openly smoked cigarettes. He informed the press that suffragists would light up "torches of freedom" during the parade, symbolizing gender equality (Christensen, 2012). Although this campaign was designed to promote an unhealthy product, it had a lasting impact by empowering women to smoke in public, a behavior often stereotypically seen as masculine. This campaign was progressive, yet ethically questionable, blending promotion with a push for social change. While it is not the most positive example of brand activism, as it involved a harmful product and was driven by a male perspective, it illustrates the delicate balance that must be achieved between promotion and progressiveness in brand activism.
As social media becomes more ingrained into our daily lives, it is essential for us, as digital citizens, to critically reflect on our relationships with companies as consumers. Understanding how these connections are established, and occasionally destroyed, we can make informed decisions about ethical consumption and subsequently support brands that reflect our values. The increasing influx of corporate content on social media calls especially for a closer examination of how these relationships are formed and maintained. In this context, the evolving landscape of public relations demands a clear definition of what constitutes equitable public relations in the digital age, alongside an exploration of how ethical strategic communication influences public opinion and shapes brand identity.
Building an authentic brand identity is a primary goal for those who work in public relations. Advertising executive and brand strategist Tom Kelleher defines public relations as the “management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relationships between organizations and their publics” (Kelleher, 2021, p. 3). Strategic communication prompts public relations specialists to communicate with purpose while showcasing the organization’s value. While various textbook definitions of public relations exist, Kelleher’s proves most useful because it emphasizes the consumer’s role in creating meaningful relationships with companies and brands.
In the world of social media branding, public relations teams shape brand identity by instilling trust in the public, thereby creating loyal consumers. Social media influencers have become affordable and essential tools in this strategic communication process. Their endorsement of a brand, service, or product allows for credible endorsements, increasing brand reach to new audiences. According to the Digital Marketing Institute, “69% of consumers trust influencer recommendations” because “they are more relatable than traditional celebrities,” as influencers are accessible and share more of their everyday lives with their audience (Digital Marketing Institute, 2024). Despite many influencers gaining Hollywood fame, they are still viewed as more accessible and trustworthy compared to traditional celebrities, revealing relatability as a key factor in the digital age.
While influencers play a crucial role in shaping brand identity because of their relatability, ethical practices still prove fundamental in fostering trust and credibility. Transparent communication is essential for a healthy brand-consumer relationship. Public relations promises are meaningless without measurable actions to substantiate them. In a constantly changing sociopolitical climate, consumers expect brands to participate meaningfully in social conversations to drive change. A survey by Sprout Social of over 1,000 U.S. consumers reveals that “Two-thirds of consumers (66%) say it’s important for brands to take public stands on social and political issues, and more than half (58%) are open to this happening on social media—the top channel for consumer receptivity” (Sprout Social, 2022). This data indicates that consumers now directly relate a brand’s credibility to its actions in the social sphere, showing that meaningful engagement with publics is crucial for maintaining credibility and serving as legitimate advocates for social change.
However, these brands must remember that inauthentic advocacy leads directly to negative public relations. The same Sprout Social survey also found that “Consumers say brands are most credible when an issue directly impacts their customers (47%), employees (40%) and business operations (31%)” (Sprout Social, 2022). This statistic underscores that consumer expectations are grounded in a need for authenticity. People do not want empty advocacy, often occurring when brands support causes unrelated to their mission or actions. Consumers expect a brand’s advocacy to align with its mission, as this demonstrates active engagement with its publics. Brands must, as a result, amplify credible voices and support their allyship through donations and partnerships with advocacy groups working towards creating change. If a brand suddenly takes a stand on a social issue without prior alignment, consumers may question its motivations, criticizing it for engaging in performative corporate allyship.
One of the most memorable examples of performative corporate allyship was the infamous Kendall Jenner Pepsi commercial, released in April 2017 during the height of the initial Black Lives Matter protests. In the controversial commercial, Kendall is depicted joining a protest and attempting to diffuse tensions by offering a police officer a can of Pepsi. This commercial aimed to highlight humanity and comradery. However, it was only a tone-deaf display of how a big organization misused its brand voice. After the ruthless murders of George Floyd, Tony McDade, Breonna Taylor, and many others at the hands of law enforcement, using a wealthy white woman to spark imaginary comradery, ignoring the clear-cut offensive undertones, only made the brand look thoroughly out of touch. According to the New York Times, Pepsi made a statement, claiming that “Clearly, we missed the mark and apologize […] We did not intend to make light of any serious issue” (Victor, 2017). This passive statement dug Pepsi into an even deeper hole, highlighting how the company did not meaningfully participate in a social conversation to create change, only revenue.
Unfortunately for Pepsi, the commercial had the opposite financial effect on their publics. The backlash that Pepsi received for empty activism was met with resistance from loyal consumers. In the months following the commercial, Pepsi’s “Purchase Consideration score with millennials went down from 27% to 24% from early April to mid-July 2017” (Astute Communications, 2024). While this decrease may seem minor to the general public, purchase consideration is a key predictor of potential sales revenue. For a global brand like Pepsi, with millennials as a target demographic, a 3% drop is significant and reveals that the Kendall Jenner commercial was likely the direct catalyst. This case reveals that in today’s digital age, consumers are more thoughtful about the brands they support and how these brands align with their social values. Although Pepsi remains a billion-dollar corporation, the public social media response taught the company a valuable lesson, setting a new standard for consumer expectations of brand advocacy.
So, how can organizations avoid corporate allyship and maintain equitable public relations practices through direct and measurable action? The answer lies in ethics, which must be the beating heart of public relations. A focus on ethics builds trust and credibility, fostering longstanding relationships with the public. However, ethical dilemmas often require navigating complex situations where multiple needs and interests must be balanced, especially in social media. Most public relations agencies have their own code of ethics, tailored to their specific audiences and challenges. While these codes vary, core principles such as the “free flow of accurate and truthful information,” “healthy and fair competition among professionals,” and full disclosure “to build trust with the public by revealing all information needed for responsible decision-making” (Public Relations Society of America, 2023) are essential for maintaining the integrity of the profession. Furthermore, equity - which focuses on fairness and addressing imbalances among consumer populations, requires companies to genuinely listen to all their consumers. It is not enough to merely profit from them.
Given that social media is a relatively new tool in public relations, specific ethical guidelines are necessary for each platform. Kami Huyse, the founder of Zoetica Media, notes, “Ethics are a little different in social media because it is so much easier to spread misinformation.” Therefore, it is crucial to have a social media ethics policy tailored to each organization's unique needs, as this “will guide ethical decision-making processes and behaviors” (Ewing, 2021). The free flow of information between organizations and their publics is vital, and full disclosure of mistakes is necessary, excluding legal obligations and company confidentialities. Ethical policies are crucial in fostering equitable communication practices, enabling inclusive representation and meaningful community engagement. Developing an inclusive brand identity in the digital age involves authentically representing diverse identities through the strategic use of inclusive imagery, infographics, and language. This approach helps create an accessible online environment that serves as a safe space for both an organization’s employees and its publics.
Corporate social responsibility (CSR), as defined by Tom Kelleher, is “a company’s commitment to allocate resources to benefit society and the environment,” and should align with a company’s social media strategy (Kelleher, 2021, p. 111). An organization’s dedication to social responsibility reflects its obligation to serve its audience's best interests while remaining appealing to prospective employees and shareholders. According to a study conducted by Aflac Insurance, “70 percent of consumers believe large companies have a special responsibility to make the world a better place” (Andersen, 2021). While this responsibility may seem broad and daunting to some companies, it offers numerous opportunities for organizations to embrace CSR in ways that resonate with their brand values and meet the needs of their audience.
Dove provides an outstanding example of equitable corporate social responsibility through its commitment to body positivity. Upholding its vision statement of helping “women everywhere develop a positive relationship with the way they look, helping them to raise their self-esteem and realize their full potential,” Dove has consistently advanced the body positivity movement through impactful campaigns (Dove, 2022). Dove’s most iconic campaign, the Campaign for Real Beauty in 2004, aided in advancing the anti-photoshop and body positivity movement. The campaign promoted the Dove Self-Esteem Fund, which aids “parents, mentors, teachers, and youth leaders deliver self-esteem education that’s reached more than 60 million young people so far” (Dove, 2023). The project includes free downloadable self-esteem guides, curriculum-aligned body confidence workshops, activities, and discussion topics. Through these efforts, Dove revolutionized the beauty industry in the early 2000s, during a time when advertisements were cluttered with weight loss supplements and full-coverage makeup products.
Today, Dove continues to promote body positivity on social media through partnering with influencers and celebrities such as tennis player Serena Williams, who worked with Dove in collaboration with Nike on a campaign to build body confidence in sports. Furthermore, Dove has aligned itself with political and social movements, such as the CROWN Coalition, which supports The CROWN Act: a legislative effort to prohibit racial discrimination based on natural hair texture. Through these initiatives, Dove not only produces cruelty-free, sustainable products but also celebrates beauty in all its forms, promoting inclusivity through measurable actions.
In conclusion, equitable public relations in today’s digital age depend on ethical, strategic communication practices. This dynamic interplay between customers and brands requires trust, forged through credibility, and rooted in authenticity. The backlash against Kendall Jenner’s Pepsi commercial serves as a stark reminder of the pitfalls of performative corporate allyship and highlights the importance of genuine advocacy, as exemplified by Dove’s body positivity campaigns. As brands navigate the complexities of the social media landscape, a commitment to inclusivity and sincere corporate social responsibility is not only essential for building a positive brand identity but also for meeting consumer expectations. To thrive in today’s digital landscape, companies must not rely on trends, but lead with integrity, embracing ethical practices that resonate deeply with their audience and drive meaningful change.
Works Cited
Andersen, E. (2021, February 16). Council post: How should companies communicate CSR on social media?. Forbes. https://www.forbes.com/sites/forbescommunications council/2021/02/17/how-should-companies-communicate-csr-on-social-media/?sh=56aee7e62c2d.
Case study: PepsiCo & Kendall Jenner’s controversial commercial. Astute Communications. (2024, March 15). https://astute.co/pepsi-kendall-jenner-commercial/.
Christensen, W. (2012, February 27). Torches of Freedom: Women and smoking propaganda - sociological images. The Society Pages. https://thesocietypages.org/socimages /2012/02/27/torches-of-freedom-women-and-smoking-propaganda/.
Dove. (2022, October 31). Our Vision. https://www.dove.com/us/en/stories/about-dove/our-vision.html.
The Dove Self-Esteem Project. Dove. (2023). https://www.dove.com/us/en/dove-self-esteem-project.html.
Digital Marketing Institute. (2024, April 14). 20 surprising influencer marketing statistics. https://digitalmarketinginstitute.com/blog/20-influencer-marketing-statistics-that-will-surprise-you.
Ewing, M. E. (2021, September). Ensuring the ethical use of social media in PR. www. https://www.prsa.org/article/ensuring-the-ethical-use-of-social-media-in-pr.
Kelleher, T. (2021). Public relations (2nd ed.). Oxford University Press.
PRSA Code of Ethics. (2023). https://www.prsa.org/about/prsa-code-of-ethics.
Sprout Social. #BrandsGetReal: Championing Change in the Age of Social Media. Sprout Social. (2022, October 4). https://sproutsocial.com/insights/data/championing-change-in-the-age-of-social-media/.
Victor, D. (2017, April 5). Pepsi pulls ad accused of trivializing black lives matter. The New York Times. https://www.nytimes.com/2017/04/05/business/kendall-jenner-pepsi-ad.html.
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