Porter Novelli (PN) announced the launch of PN STANCE, a first-of-its-kind product to help companies know if and how to respond to increasing stakeholder pressure to stand up for the various societal issues taking center stage in real-time.
“At Porter Novelli, we believe it is important that companies lean in and take a stance on these issues, but do so in a way that aligns with their purpose, core values, business and their stakeholders,” says Brad MacAfee, global chief executive officer and senior partner, Porter Novelli. “PN STANCE takes the emotion and personal passions out of the equation. It gives companies confidence that they have taken a strategic, thoughtful approach to addressing pressing societal issues quickly and effectively.”
PN STANCE is a four-step engagement which includes a working session with experts from Porter Novelli’s Purpose Practice, as well as a proprietary, real-time diagnostic tool. The tool guides organizations through a series of questions around three categories of Business Impact, Stakeholder Impact and Connection to Business. After the process, organizations will receive a score that directs them on the level of action they should take regarding an issue. Since many of these issues are timely and often arise after an event, announcement or even tragedy, the offering can be fully implemented in a 48-hour period, if needed, to respond in the moment.
“Over the last year, we have seen many companies take risks around public-facing, often divisive issues with varying degrees of success or failure,” says Alison DaSilva, executive vice president, CSR and Purpose, a Porter Novelli employee. “Most companies are struggling with if, when and how to use their voice, scale and reach to engage on issues. We developed PN STANCE to help companies navigate this space and be able to create a plan of action that is authentic to their business.”
PN STANCE is part of a suite of products developed by Porter Novelli’s Purpose Practice, launched earlier this year. The Practice is exclusively devoted to help organizations make a positive impact, bringing together a collective 80 years of experience and comprising more than 100 dedicated subject matter experts.