A few Sundays ago, my fifteen-year-old daughter Kate and I sat in a Leadership First class at church. The week’s topic was values and purpose. We watched a short clip from Michael Jr., the comedian, where he invites a man to sing “Amazing Grace.” The first take is perfect. The second take comes after a prompt to think about real hardship. Same voice, same notes, different impact. The room got quiet.

Business works the same way. Two companies can sell the same thing at the same price. The one that knows why it exists lands deeper with customers, recruits and reporters. Purpose gives the work weight. It sets the tempo for everything else. Simply put, purpose driven brands outperform.

Why should a C-suite care about purpose right now?

Because purpose is not a line on the About page. It is a filter that speeds decisions and builds trust where it matters most.

• Revenue: when teams know the problem they exist to solve, they pick the right moments, the right messages and the right markets
• Reputation: a steady point of view earns coverage, speaking invites and backlinks
• Retention: people stay longer when the work connects to something they believe in

Research from Deloitte Insights, Edelman and Cigna points in the same direction. Companies with a strong sense of purpose grow faster, inspire stronger customer defense and keep people longer. Leaders feel this intuitively. The data supports it.

The Business Case for Purpose

If you’re still thinking this is fluffy, feel-good content, don’t. Purpose-driven brands outperform. The data backs it up:

• Purpose-driven companies grow 3x faster than their competitors (Deloitte Insights)
• 73% of global consumers say they’ll defend a brand with purpose (Edelman Trust Barometer)
• Companies with a strong sense of purpose see 40% higher retention (The Cigna Group Study)

When you align your business with something meaningful, customers trust you more. Employees stay longer. Journalists write about you for free (hello, earned media!). Purpose isn’t a trend. It’s a business advantage.

How do you define purpose without turning it into poetry?

Use plain language. No buzzwords. One sentence you can say out loud in a hallway. It’s your why!

• Problem: what real-world friction are you here to reduce
• People: who benefits when you get it right
• Proof: one signal that says it is working

Here is a simple frame you can adapt:

We exist to help [who] achieve [outcome] by [what you actually do], so that [impact that lasts beyond the transaction].

Examples:

• “We exist to help mid-market hospitals shorten ER wait times by automating bed assignments, so families spend less time in limbo.”
• “We exist to help franchise owners open profitably by simplifying the first 180 days, so they reach break-even without guesswork.”

If a high school student trips over the words, keep editing. Purpose should be easy to repeat. The more people who can repeat it, the faster it spreads.

Where should purpose live inside the business?

Everywhere decisions are made quickly or under pressure.

• PR and content: anchor your PESO plan to purpose
  • Paid: invest only where your audience already looks for help
  • Earned: pitch insights that connect to the problem you solve
  • Shared: post short, useful takes that show how you think
  • Owned: publish explainers, checklists and customer stories that tie back to the same why
• Hiring: write job posts that link the role to the mission, ask candidates to share an example that aligns with your values
• Product and ops: choose roadmap bets and service standards with the purpose statement in view
• Partnerships: say yes to deals that move the mission forward, pass on those that do not

When you do this, purpose stops being a paragraph and turns into a pattern.

What does purpose look like in the wild?

A short story. A logistics client with a rock-solid operation had a reputation problem. Competitors were louder. We started with purpose. Their sentence became, “We move goods on time so local businesses never miss a sale.” Simple. We built a quarterly communications plan around that promise.

• Owned: a two-minute explainer on how they triage port congestion
• Earned: a data point for a trade reporter on on-time performance during storms
• Shared: weekly notes from the COO on reliability practices their team swears by
• Paid: a narrow test in the two cities where buyer churn was highest

Within a quarter, inbound press requests increased, sales calls opened warmer and candidate quality improved. Same budget. Sharper spine.

How do you turn purpose into thought leadership without slipping into fluff?

Set three themes that match your purpose and market need. Then publish on a steady rhythm.

Pick your themes

• A trend your buyers are forced to navigate
• A decision framework you use inside the company
• A customer outcome you care about enough to measure

Plan your cadence

• One original post each week from an executive account
• Two comments on reporter or analyst posts that match your themes
• One short video or audio note each month

Keep each piece tight

• One idea, one practical takeaway
• A chart, checklist or short clip if it helps the reader act
• A clear line back to the purpose statement

This is where purpose and PR meet. When leaders think out loud in useful ways, they earn trust. That trust shows up as quotes in articles, stage time at conferences and warmer deal flow.

What mistakes do leaders make with purpose?

I see three patterns.

• The framed poster: the words exist but nothing in the plan ties back to them. Fix by auditing your last ten posts, pitches and proposals. Circle the ones that connect to your purpose. If the page is white, start over.
• The slogan trap: clever copy that no one can explain. Fix by asking five people across functions to say the purpose out loud. Rewrite until they can say it in their own words.
• The silent brand: values in the handbook, no proof in public. Fix by finding one story each week that shows the values in action and publishing it.

Good intent is not the goal. Consistency is.

How do you measure purpose in PR?

Align your scorecard to outcomes a CFO respects.

• Trust signals: reporter DMs, analyst mentions, speaking invites, backlinks from relevant outlets
• Efficiency: shorter sales cycles, higher close rates in segments where your purpose is most relevant
• Talent: increase in qualified applicants, faster acceptance after candidates meet leadership
• Resilience: steadier sentiment during a tough announcement or issue response

You will still track reach and engagement. Just do not stop there. Tie your stories to results.

What should you do this month?

Use this 30-day plan. Keep it simple. Keep it visible.

Week 1: Write it

• Draft the one-sentence purpose with your leadership team
• Pressure test it with ten employees and two customers
• Edit until it sounds like you and passes the hallway test

Week 2: Publish it

• Add it to the top of your About page and your executive LinkedIn profiles
• Record a 60-second video where your CEO explains it in plain language
• Build a one-slide version for sales and recruiting

Week 3: Prove it

• Share one customer story that shows the purpose in action
• Offer one useful tool your market can use tomorrow
• Pitch one reporter an idea that connects to your purpose and their beat

Week 4: Program it

• Lock three themes for the next quarter
• Map a communications plan with one activity per channel each month
• Set the metrics and a simple review cadence with the C-suite

By day 30 you will have words everyone can repeat, content that earns attention and a plan you can manage without adding headcount.

Three questions to start today

• What do we want to be known for one year from now
• What change will our best customers feel because we exist
• What story would we be proud to hear when people describe our company without us in the room

Write your answers. Say them out loud. Share them with your team. Purpose starts quiet, then it echoes.

To wrap things up, your brand is already singing. Decide what the song is about. If you want a partner to capture that purpose and put it to work across PR, content and executive presence, my team does this every day. We can help you find the notes, build the rhythm and measure the effect where it counts.

Everyone has a story. Let TrizCom PR tell yours!

About The Author:

Jo Trizila is the founder and CEO of TrizCom PR, a leading Dallas-based public relations firm known for delivering strategic communications that drive business growth and enhance brand reputations as well as Pitch PR, a press release distribution.

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