In PR and communications, we’re often challenged to balance business goals with brand integrity. When a senior executive proposes a marketing approach misaligned with company values, it’s our duty to act as trusted advisors and advocate for responsible strategies. My approach includes: ? Understanding: Listen to the executive’s rationale to better align solutions with business goals. ? Data-backed alternatives: Outline potential risks and propose fact-driven, ethical strategies. ? Empathy: Frame feedback around shared goals to open productive dialogue. ? Integrity: Sometimes we must speak truth to power. A brand’s reputation is invaluable; staying true to its values builds trust and lasting impact.

Gather Data: Collect relevant data and evidence that highlights potential risks or misalignments with the company’s values. This could include customer feedback, industry standards, or case studies. Prepare Your Arguments: Frame your concerns around the company’s core values. Clearly articulate how the proposed strategy may conflict with these values and the potential long-term implications. Choose the Right Moment: Request a one-on-one meeting with the executive to discuss your concerns. This shows respect and gives you an opportunity for a candid conversation without the pressure of a group setting.

1. Assess the Strategy: I evaluate the proposal against OpSec's core values of integrity and professionalism to ensure alignment with ethical standards. 2. Propose Alternatives: I present data-driven alternatives that achieve similar goals without compromising our principles. 3. Communicate Effectively: I express my concerns respectfully, emphasizing our commitment to ethical practices. 4. Scenario Analysis: I conduct thorough analyses to identify potential threats and impacts on our clients and organization. 5. Leverage Expertise: I back my position with intelligence reports and operational data. 6. Invest in Training: I prioritize ongoing training for team alignment with our values. 7. Establish Feedback

1. Ask, don't assume: As a leader, your actions set the tone for the rest of the organization. Reach out to the executive and inquire for their perspective, you might interpret the situation differently than their original intention. 2. If indeed questionable, explain your stance about the company values and how the marketing strategy contradicts them. 3. Intervene where necessary - don't hope for people to learn and improve, ensure it!