Link Sharing: Insights Report on Prosocial Communication

Submitted by: Denise Bortree

The Arthur W. Page Center’s newest insights report explores how organizations communicate initiatives that promote public health, address social challenges and advance prosocial goals. Featuring 12 evidence-based studies, the report offers best practices, emerging theories and ethical frameworks for effective prosocial communication.

The top 10 insights from the report are:

1. Authentic communication builds trust

Stakeholders embrace organizations that align actions with values—not just pay lip service. Whether it's through CEO activism grounded in real experience or policy advocacy backed by evidence, authenticity strengthens credibility and nurtures enduring trust.

Takeaway for communicators: Ensure your values are lived, not just stated. Authenticity is proven through consistency between words and actions.

2. Communicate with empathy—focus on resilience & respect

Narratives centered on resilience and hope outperform those fixated on distress, especially in areas like mental health or public crises. Messaging that honors dignity and balances honesty with optimism builds deeper engagement.

Takeaway for communicators: Shift from sensationalism to emotional safety. Tell stories that empower rather than overwhelm.

3. People trust organizations that make real changes—not just donations

Audiences value companies that take measurable action—reducing environmental footprints, embedding sustainability in operations—over those offering token support or sponsorships.

Takeaway for communicators: Demonstrate impact through action, not just rhetoric. Let operational choices speak as loudly as your messaging.

4. Stakeholder feedback should shape strategy

True dialogue—not one-way broadcasting—is at the heart of inclusive communication. Structured two-way feedback mechanisms elevate both effectiveness and ethical alignment.

Takeaway for communicators: Don’t just listen—design for it. Co-create messages with stakeholders to ensure relevance and respect.

5. Leadership in action inspires prosocial employee behaviors

When leaders not only voice values but also exemplify them through behavior, employees resonate more deeply and act in alignment with those values.

Takeaway for communicators: Walk the talk. Visible leadership action catalyzes internal commitment and credibility.

6. Communicate values like they matter—because they do

Silence during crisis or conflict can erode trust. Proactive, values-driven messaging that reflects fairness, concern, and purpose strengthens organizational legitimacy.

Takeaway for communicators: Be clear and courageous—message even when it's hard. Absence of values is often interpreted as absence of conscience.

7. Empower local teams to drive impact

A “glocal” strategy—melding global consistency with local insight—builds trust and mitigates cultural missteps. Local voices and teams help adapt universal messaging to local realities.

Takeaway for communicators: Provide global guidance, but let local leaders lead. Adapt, don’t overwrite.

8. In times of crisis, lead with empathy and composure

Calm, emotionally attuned messaging helps communities cope with trauma. Empathy and clarity during turbulence build resilience and confidence.

Takeaway for communicators: Stay steady. In crises, emotional leadership matters as much as factual content.

9. Micro-influencers within organizations build trust

Internal influencers with lived experience—especially around sensitive topics like mental health—bring authenticity and credibility that external spokespeople cannot match.

Takeaway for communicators: Identify and empower internal voices. Peer messengers can elevate trust and relatability.

10. Invest in long-term partnerships—not one‑off campaigns

Sustained advocacy rooted in community needs preserves credibility and delivers real, amplified impact. Quick-hit campaigns feel transactional; enduring partnerships feel transformational.

Takeaway for communicators: Think long arc, not one-off. Build relationships before campaigns.