July 20, 2012

Vanguard Communications Launches First "Purple Paper" on Challenging Comms Topics

Vanguard Communications (www.vancomm.com) has added a new tool to its offerings for organizations working for social change — the Purple Paper. Thr Hispanic woman-owned public relations and social marketing firm released Evaluating Social Change, the first in a series of simple, accessible tools for empowering change communicators.

Why purple? Vanguard President Maria Rodriguez says the hue represents the firm's philosophy to spread a wealth of knowledge about social marketing with cause communicators working to make the world a better place.

"Those who share our passion for righting wrongs, fighting injustice and achieving social change often operate with few tools, little direction and tiny budgets," said Rodriguez. "We hope our take on evaluation paves the way for more communicators to uncover the nuggets of information that show their work is making a difference. We're excited to share our time-tested advice packaged with our special brand of purple passion to seed innovation and make change happen."

"When social marketers employ strategic evaluation methods to their work is when we truly begin to understand that social change is happening," said Karen A. McDonnell, Ph.D., School of Public Health and Health Services associate professor at The George Washington University. "Demonstrating impact requires a broad evaluative approach. We need to marry formative and summative evaluation techniques to show that communications efforts have spurred lasting behavior change."

Download the paper here. To stay updated on the Purple Paper and other Vanguard news, join our conversation on Twitter (@vancomm #plpr), on Facebook (www.facebook.com/vancomm), on Pinterest (www.pinterest.com/vancomm) and on its InSites blog, www.vancomm.com/insites.