Corporate Advocacy

Corporate advocacy is becoming an increasingly common business strategy. Corporate advocacy, or issue advocacy sponsored by a business or corporation, can broadly be considered a form of issues management as it involves strategic communication to emphasize a business’s position regarding social or public policy issues. Many campaigns arise in response to burgeoning societal concerns that may result in low credibility and trust among segments of an organization’s audience, as in cases where a business’s products or production processes are seen as harmful or risky. Unlike traditional marketing, which focuses on promoting a business’s products or services to existing or potential customers, corporate advocacy campaigns are typically initiated to influence public opinion, policy debates, and/or legislative outcomes by communicating an organization’s stance on an issue or ...