The USC Center for Public Relations Purpose Award reflects the core values of USC Annenberg’s award-winning public relations program, which places purpose at the heart of its curriculum. 

This award recognizes companies that are dedicated to making a difference through innovative, modern, and ethical practices that address the pressing issues of today. The winner is determined through an annual review and evaluation of corporate policies and campaigns by the USC Center for Public Relations faculty and students. As advised in the center’s report on “Trends in Best Practices in Brand Purpose Communication” (2020), the center examines whether the organization’s purpose or mission statements are reflected in their communications programs, whether purpose campaigns engage a company’s important stakeholders, and whether campaigns that raise awareness are accompanied with meaningful actions by the company. 

The USC Center for PR Purpose Award is a testament to organizations that set the gold standard for corporate behavior, fostering a business ecosystem that encourages responsibility and engagement. The Purpose Award serves as a guiding light for public relations students, professionals, and organizations, illuminating a path for their future work.

Ben Kalevitch, Christina Bellantoni, Dave Tovar, Paola Nieto, Virginia Rustique-Petteni and Fred Cook pose for the camera at the Annual Kenneth Owler Smith Symposium, 2024.

Previous Winners of the Purpose Award

• 2024 – NIKE, Inc., accepted by Virginia Rustique-Petteni, VP, Enterprise Communications
• 2023 – Patagonia, accepted by Vincent Stanley, director of Patagonia Philosophy