Purpose-driven organisations bound by values are stronger than profit-driven organisations bound by rules.”
– Alexander Den Heijer

What Does Working With Purpose Mean?

Working with purpose entails aligning personal beliefs, values and principles within work duties to contribute to a greater good. This also allows people inside the company to find meaning and fulfilment in work activities, ultimately boosting employee self-motivation and engagement.

Ensuring purpose is shared and maintained throughout an organisation is heavily desired; however, it can often be difficult. A personal study by Hubert Joly, former chairman and CEO of Best Buy, published in the Harvard Business Review, asked CEOs at Harvard Business School to rate the importance of having a corporate purpose, to which their average response was 9.1 out of 10. However, when asked how effectively their purpose is coming to fruition, the average rating scored 6 out of 10, demonstrating a large gap between the desired purpose and the reality for employees. 

1. Take your time defining your purpose: Speak to your employees, find out what they are passionate about and their ethical and moral engagement. Learn about their personal purpose and begin to decide what your organisation can do to help incorporate this.
2. Keep it simple; do not bite off more than you can chew: Although it may be appealing to devote your company’s purpose to changing every aspect of the world for the better, it is best to keep your purpose simple and, therefore, applicable to all employees.
3. Invest time into aligning your words with your actions: Often, companies hastily choose and promote a purpose that is both contemporary and important. However, they do not have long standing evidence to support their statements, consequently generating claims of purpose washing.
4. Remember, actions speak louder than words: Begin to reinforce your company’s purpose by choosing to work with clients who share your values. By partnering with clients committed to making a positive impact, employees will be more engaged and motivated in their work. This not only leads to greater productivity but cultivates feelings of pride in the work they do.
5. Stay consistent and uphold your purpose: Consistency is key. Avoid changing your purpose just to appease high-profile and profitable clients. This not only would cause disengagement with other clients, but with employees too.

The Importance of Working With Purpose in Public Relations (PR)

PR is all about building relationships, whether that’s with the client, media, stakeholders, fellow PR professionals or communities. By working purposefully, PR professionals can ensure that the relationships they build are genuine and transparent. 

Purpose-driven PR can ultimately build a positive brand reputation by demonstrating an authentic and transparent dedication to a set of values. 

PR that incorporates campaigns with causes that remain important to society as a whole demonstrates a commitment to making a positive impact beyond promoting just their clients’ interests.

PR profession comes with great powers of influence, and with this influence comes a great responsibility to our clients, the public and society.”
– Nitin Mantri, President, PRCAI

As explained by Nitin Mantri, the President of the Public Relations Consultants Association of India (PRCAI), PR professionals possess significant power in their ability to form public perception and influence public opinion on behalf of their clients. 

This discussion remains prominent when reflecting on the initial 2021 Chatham House and the more recent 2024 Foreign Policy Centre report that discusses kleptocracy and the danger that PR firms pose through inadvertently working with kleptocratic bodies. This being said, those working with purpose in PR, whose values are at the forefront of their work, would be less likely to be approached by people linked to any form of corruption. 

Ultimately, the importance of purpose-driven organisations cannot be overstated in a world beset by economic, political and environmental challenges. By aligning personal beliefs with professional duties, work is not only permeated with meaning and fulfilment but also met with engagement and motivation among employees. Organisations can build stronger relationships, enhance brand reputation, and foster public trust by prioritising values and authenticity. 

Importantly, this extends to the realm of public relations, where professionals wield significant influence and bear a profound responsibility to uphold ethical standards and contribute positively to society. Embracing purpose-driven approaches not only strengthens individual organisations but also lays the groundwork for a more equitable, just, and sustainable future for all globally.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]