Taking a Stand: When and How to Take Action on What Matters to Employees

Wednesday, August 31, 2022
2-4 p.m. ET

Purpose, transparency and accountability are no longer communications buzzwords. When the world changed two and a half years ago, internal communicators led the charge in providing  employees with a clear picture of how the business would tap into its organizational values. Those that failed to connect words to actions likely hemorrhaged talent during The Great Resignation. Those who took a purposeful stand on the issues that mattered to employees earned a sense of loyalty and belonging that preserved community amid unending civil unrest, the more recent overturning of Roe v. Wade, an uptick in mass shootings and, unfortunately, much more.

Join us for our webinar, “Taking a Stand: When and how to take action on what matters to employees,” on Aug. 31 to learn from top communicators who championed their organization’s purpose and took action following a local mass shooting, the Texas abortion ban and more. Their case studies will demonstrate how you can listen to what employees are saying to help guide your purpose strategy, frame that strategy around business outcomes and economic realities, and devise a decision-making framework that empowers you to communicate purpose with poise — even amid a crisis.

Register for our webinar today to get the newest insights and answers to create a purposeful workplace where employees choose to stay. 

Top takeaways for you and your team: 

  • How to determine the maturity level of your organization’s purpose initiatives
  • Ways to embed your purpose commitments across business functions to ensure multiple departments are motivated to act by similar sense of purpose
  • Tips for real-time employee listening that can guide your company’s decisions on what issues to champion
  • Strategies for composing a decision-making framework to understand how to respond in a manner consistent with your company culture
  • How to communicate the economic impact of politically and socially divisive stands with a focus on your workforce and talent retention

You’ll also receive these bonus materials: 

  • A decision-making framework for crafting purposeful crisis responses
  • A guide to rebooting company culture in times of change
  • The latest research on how purpose impacts business
  • And more!
Don't miss this unique opportunity!

Top 5 reasons to attend this webinar

  • You’ll listen to and interact with some of the nation’s top communications experts.
  • You’ll receive all presentations and handouts.
  • You’ll get access to an on-demand recording of the event for six months.
  • You’re guaranteed extensive, how-to instruction that you can use immediately.
  • You can attend this immersive session without having to leave your desk.


2-2:30 p.m. ET
The Price of Purpose: How to tether your brand stances to economic realities

As your brand decides how to take a stand on a timely topic of national conversation, putting the wants and need of employees first is always the safe move. But in an age of talent turnover at a record high and evolving employee engagement, framing your decisions around the state of the economy can go a long way toward aligning various stakeholders — from clients and investors to execs and social media trolls — with your values. In this session, Curtis Sparrer, principal and co-founder of tech firm Bospar PR, will share how the agency rolled out its staff relocation program in response to the state’s ban on abortion in 2021 by framing the talent retention initiative as a good business decision.

You’ll learn: 

  • What Bospar’s communications team learned from launching its staff relocation program
  • How to tether controversial or politically charged positions to larger economic and business considerations
  • Ways to echo employee sentiment in media appearances and external messaging that let them know leadership empathizes with their experience
  • Tips for crafting purpose messaging as a call-to-action for other businesses in your industry
Bospar PR
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Curtis Sparrer
Bospar PR
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2:30-3 p.m. ET
The Right Tool for a Hard Job: How a decision-making framework can help comms navigate difficult choices

In a sometimes seemingly endless pattern of tragic events happening all over the world, internal communicators are tasked with finding the right words to let their employees know that the company not only cares but is actively working to become part of the solution. In this session, Kevin Berchou, Head of Internal Communications at M&T Bank in Buffalo, will share how his team deployed a dependable decision-making framework for having sensitive conversations when the Tops supermarket shooting happened in the bank’s backyard.

You’ll learn: 

  • What M&T Bank’s communications team learned in its response to the Buffalo shooting
  • How to understand when current events are relevant to your company’s mission and merit a response
  • Strategies for designing a decision-making framework that can guide internal conversations in emotionally charged moments
  • Takeaways for how to determine and communicate an appropriate plan and cadence for community outreach
Head of Internal Communications
M&T Bank
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3-3:45 p.m. ET
Purpose Under Pressure: How to listen to, and act on, what employees expect from their employer

A clearly defined company purpose fosters belonging among employees — and shows why all company purpose statements and their activations are not created equal. In this closing session, Carol Cone, purpose communications leader and CEO of Carol Cone ON PURPOSE, will talk with purpose leaders to discuss their approaches to embedding and activating purpose within their organizations. Cone will also share key findings from her newly released research report, “Purpose Under Pressure,” to illustrate how listening to employees and backing up what you promise can boost recruitment, retention and purpose alignment across the entire organization.

You’ll learn: 

  • What makes up a mature purpose plan vs. one in its infancy
  • Tips for real-time employee listening that inform your purpose messaging
  • How to embed your purpose commitments across business functions for strategic alignment
US & Mexico Communications Leader
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CEO and founder
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3:45-4 p.m. ET
Discussion and Top Takeaways

Carol Cone

CEO and founderCarol Cone ON PURPOSE

For more than 35 years, Carol Cone has embraced a steadfast commitment to leading the purpose movement. Cone has executed over 250 purpose programs—from overall enterprise purpose to social purpose, ESG strategies and communications, to cause branding and nonprofit positioning, fundraising and stakeholder engagement. To amplify the value of purpose, over her career she has conducted more than 30 research studies to educate and inspire professionals to embrace this critical strategy. She also hosts the podcast Purpose 360, which has more than 110 episodes to date. And to support more powerful business and nonprofit partnerships, she authored Breakthrough Nonprofit Branding.

She is a highly sought-after speaker and media expert, sharing her insights on purpose branding, corporate citizenship, sustainability and CSR around the globe from the New York Times to the Economist, the Wall Street Journal, Fast Company, CNN and the AP.

Curtis Sparrer
Curtis Sparrer

PrincipalBospar PR

Curtis Sparrer is the principal of Bospar PR. He has represented brands like PayPal, Tetris and the alien hunters of the SETI Institute. He is a member of the Forbes Communications Council and has written for Adweek, Forbes, the Dallas Morning News and PRWeek. He is an active member of the National Lesbian Gay Journalist Association. Business Insider has twice listed him as one of the Top Fifty in Tech PR.

Kimberly Barnes

SVPBospar PR

Kimberly Barnes is a senior vice president at Bospar PR. She is a proven communications strategist and agency veteran who has represented companies of all shapes and sizes, from pre-seed startups to household brands. Over the course of her career, Kim has spearheaded campaigns resulting in coverage from Bloomberg News/TV, CNBC, Fast Company, Fortune, New York Times, NPR, Reuters, TIME, and the Wall Street Journal.

Megan DiSciullo

US & Mexico Communications LeaderPwC

Megan DiSciullo is currently the US and Mexico Communications Leader at PwC,  where she is responsible for leading 170+ communications practitioners across a range of disciplines. Under Megan’s leadership, she has helped the firm conceptualize and launch CEO Action for Diversity & Inclusion, the largest CEO-driven commitment to advance D&I in business. She also helped PwC launch its first D&I Transparency Report, which has become the most downloaded report of all time at the firm.

Prior to PwC, Megan spent nearly nine years at Edelman in its business + social Purpose practice in New York, Chicago and
Amsterdam working on clients such as Business Roundtable, VF Corporation, SC Johnson, Darden, Environmental Defense Fund and Hilton.


Justin Joffe

Editor-in-chiefRagan Communications

Justin Joffe is the Editor-in-chief at Ragan Communications where he oversees the editorial strategy for Ragan.com and the Communications Leadership Council. In addition to his editorial duties, Joffe also advises the programming team on best-in-class conferences, webinars and workshops during a time of unprecedented change in the way that communicators and marketers learn and meet. He is also a freelance journalist and communications writer specializing in the arts and culture, media and technology, and ad tech beats. Before joining the Ragan team, Joffe worked for Muck Rack, PR News, and The Observer. Additionally, his writing has appeared in several publications including Vulture, Newsweek, Vice, Relix, Flaunt, and many more. You can find him on Twitter @joffaloff.


You should attend if you spend at least a quarter of your time in any of these areas:

Employee Communications • Corporate Communications • Human Resources • Employer Branding • Internal Communications • Employee Engagement • Executive Communications • Talent Recruitment • Strategic Communications • Crisis Communications


Register now for Taking a Stand: When and How to Take Action on What Matters to Employees:
Registration $349
Ragan Insider Registration $299
Nonprofit Registration $275

Phone registrations and group pricing: For group orders please contact our customer service team at 800-878-5331 or cservice@ragan.com


For questions related to event registrations, please contact:

Shallon Blackburn
Customer Service & Sales Manager

If you’re interested in sponsoring this event, please contact:

Hannah Lavelle

For information on programming and speakers please contact:

Justin Joffe