We at Yulu are the heart and minds behind Impact Relations, a new standard for authentic communications. Our “Guide to Impact Relations” blog series will explore what Impact Relations means today and how it has evolved over time, along with providing a framework for consulting, measuring, and communicating the impact of our communications strategies.


Communications professionals will be familiar with many of the tactics for executing an Impact Storytelling campaign. Some of these include:

  • Strategic communications: Messaging and communications strategies to meet an organization’s strategic objectives (which can – and should – be impact focused)
  • Internal communications: Communications for employees, a brand’s natural ambassadors
  • Media relations: Communications for key audiences using the media as the main vehicle
  • Stakeholder relations: Direct communications to stakeholders (investors, customers, partners, etc.)
  • Online and offline community engagement: Community engagement via social media, or in person activations (for example, mobilized activism)

What differentiates these tactics from traditional communications is the intention behind the actions. Impact Relations practitioners use these tactics to drive purposeful consumer behavior (not just to generate a profit) and create systemic change.

A tip to make a company’s positioning and story more impactful:

Rather than stating what the company does, state what the company’s purpose is and why the company exists. Let’s take Kiva as an example. Kiva is not just a micro-lender. Kiva provides loans that save lives, and empowers the underbanked who can’t access the financial services they need. Kiva’s reason for existing is to expand financial access to help underserved communities thrive.