{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"007 Jackie Russell, of Teak Media, Discusses B-Corp Values-Based Business PR","description":" Jackie Russell is the founder and president of Teak Media + Communication, a firm she started in 1997 to help nonprofit organizations and socially responsible companies gain wider recognition, grow revenue, and advance their missions. Russell previously worked as a newspaper reporter, including at the Eagle-Tribune and Connecticut Post. Episode Summary In this episode, Lynne Brodie speaks with Jackie Russell about public relations as a force multiplier for organizations trying to do meaningful work in the world. The conversation begins with Jackie\u2019s professional path from journalism into public relations and the founding of Teak Media. From there, the episode moves into the deeper purpose behind her work: helping nonprofits and responsible companies get the visibility, credibility, and recognition they need in order to grow and make a larger impact. A major thread in the episode is that good work alone is not enough. Jackie makes the case that organizations solving real problems still need strategic communication if they want to be seen, trusted, funded, and supported. The discussion frames PR not as image management, but as a serious business and growth function for mission-driven organizations. The episode also explores values-based business. Jackie talks about the importance of working with organizations whose ethics align with her own, and the conversation connects that to the larger B Corp and conscious business movement. A related theme is authenticity: if a business or organization is going to speak publicly about its values, it needs to mean it, stand by it, and communicate it clearly. Another strong part of the conversation is Jackie\u2019s origin story. She reflects on early experiences that shaped Teak\u2019s direction, including working with nonprofit causes and learning from Jerry Greenfield of Ben & Jerry\u2019s. Those experiences appear to have reinforced two long-term ideas that carry through the episode: stay close to your values, and do not wait until you feel perfectly prepared before building something meaningful. Key Takeaways Jackie Russell founded Teak Media + Communication in 1997 after beginning her career in journalism. Teak is built around serving nonprofits and socially responsible companies, helping them gain recognition and increase revenue through strategic communications. A core message of the episode is that public relations matters because mission-driven organizations still have to compete for attention in a noisy environment. Jackie treats business as a force for good, and the conversation connects PR to wider social, environmental, health, and education issues. Values matter in both client selection and public messaging. The episode emphasizes authenticity over opportunistic branding. The discussion also points to the risks of vague or performative messaging, including greenwashing and taking public positions a company is not prepared to stand behind. Jackie\u2019s early mentorship from Jerry Greenfield appears as an important influence on how she thinks about values, courage, and building a purpose-driven company. Discussed Topics Jackie Russell\u2019s background in journalism Founding Teak Media + Communication Why Jackie chose to focus on nonprofits and responsible businesses Early client work and how Teak got started Learning from Jerry Greenfield and early mentorship PR as a strategic growth tool, not just promotion Why mission-driven organizations still need visibility and recognition Business as a force for good The B Corp movement and responsible business Authenticity in messaging and brand values Greenwashing and the risk of empty positioning Helping causes stand out in a crowded media environment Supporting work in education, healthcare, poverty, environment, and community impact What leaders need to understand about communications and influence Timeline 00:00 Welcome and introduction to Jackie Russell 00:45 Jackie\u2019s background and the founding of Teak Media 01:45 From newspaper reporting to public relations 03:00 Early client work and how the business began 04:10 Working with nonprofits and discovering her real calling 05:15 Jerry Greenfield\u2019s influence and lessons on values 06:30 Building a purpose-driven business before that language was common 07:35 The B Corp movement and business as a force for good 08:45 Why PR matters for nonprofits and responsible companies 10:00 Recognition, credibility, and revenue for mission-driven organizations 11:20 Why good work alone is not enough to get noticed 12:30 Helping organizations working in education, healthcare, poverty, and environmental impact 13:45 Authenticity, values, and public messaging 15:00 The danger of greenwashing and performative positioning 16:10 Standing by your values even when there is resistance 17:10 What makes this work meaningful for Jackie 18:00 Closing reflections and episode wrap-up Social Media Website: www.teakmedia.com Instagram: https:\/\/instagram.com\/teakmedia   Twitter\/X: http:\/\/twitter.com\/teakmedia  Facebook: http:\/\/www.facebook.com\/TeakMedia Company LinkedIn: http:\/\/www.linkedin.com\/company\/teak-media-communications\/  LinkedIn: https:\/\/www.linkedin.com\/in\/jackieherskovitz\/ ","author_name":"Sages of Industry","author_url":"https:\/\/sites.libsyn.com\/SagesofIndustry","html":"