This is an IPR Signature Study. Sponsored by the Institute for Public Relations and Peppercomm.

Download Full Report (PDF): Take a Stand Report
Download Slides: Taking a Stand – Key Takeaways

Download Infographic: Which Executive Are You?

This is the third study released by Peppercomm and the Institute for Public Relations (IPR). The first study in 2017 looked at how Chief Communications Officers (CCOs) and Chief Marketing Officers (CMOs) are operating in an era of uncertainty, polarization and false news with the new presidential administration. This 2018 follow-up study is an analysis based on in-depth interviews with 25 senior communications and marketing executives in large companies about how their roles and responsibilities are shifting in light of the current social, cultural and political landscape.

What we found is while companies are more comfortable with uncertainty, they also are spending more time addressing social topics that may or may not be related to their core business, guided by their organizational principles and values. This is not a political piece advocating for any position; rather, this is a paper focused on what the interviewees reported.

About Peppercomm
Peppercomm is an award-winning strategic, integrated communications and marketing agency headquartered in New York City with offices in San Francisco and London. The firm connects brands, messages and people through data-driven insights, cross-channel communications and brilliant customer experience. Employing an omni-channel approach, the company uses customer insights to determine the right mix of tools and platforms to help clients reach, engage and influence customers along their path to purchase. For more information, visit

About the Institute for Public Relations
The Institute for Public Relations is an independent, nonprofit research foundation dedicated to the science beneath the art of public relations™. IPR focuses on research that matters to the profession, providing timely insights and applied intelligence that professionals can put to immediate use. All research is available free at and provides the basis for IPR’s professional conferences and events. Follow us on Twitter @instituteforpr.

Media Contacts:
Sarah Jackson
Institute for Public Relations

Paul Merchan

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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