Creating a cultural strategy is not enough. Effectively implementing your strategy is the first step to enacting real change. Listen as Melissa talks with Ben Finzel and LaTricia Harper Woods, APR of The Change Agencies about activating cultural strategy in today's society.

About Ben:
Ben Finzel is president of RENEWPR, a Washington, DC-based public relations firm. Ben and his team of seven independent PR professionals provide advice, counsel and outreach on strategy, messaging, media and partnerships to clients tackling energy, environmental and equity issues and opportunities. Ben is one of two founders of The Change Agencies, the national network of inclusive PR firms focused on changing the way business and organizations communicate across cultures.

About LaTricia:
LaTricia Woods is an award-winning, accredited public relations professional with more than 29 years of industry experience. She is the Founder and CEO of Mahogany Xan Communications, where she leads a talented team of professionals and serves a national client portfolio. She is also the founding principal of The Change Agencies. 

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Topics covered:
- The current state of cultural competence in comms
- Key drivers for the creation of The Change Agencies' cultural strategy
- Embodying the cultural nuances of different target audiences
- Implementing cultural strategy in today's political climate
- Avoiding cultural appropriation
- Staying ahead of cultural trends and adapting strategies

Resources mentioned:
- The Change Agencies
- “Smart Talk: Public Relations Essentials All Pros Should Know”
- MVW Communications