In PR, Values Need to Come First. Here's How.
Don't just *do* the work. Be about the work.
Hi all,
To put it lightly: It’s been a heavy week.
Los Angeles isn’t just our West Coast home; it’s part of who we are. So we know firsthand just how integral immigrants are to the vibrant fabric of LA and beyond.
At JBC, our work is more than just strategy and campaigns — it’s rooted in a core set of values that guide every interaction, decision, and relationship. We believe that empathy, support, and genuine human connection are fundamental not just to our culture, but to the meaningful work we do.
Recent events — like the current administration’s recent ICE deportation raids — have reinforced for us why these values matter now more than ever. These discussions aren’t about politics; they’re about recognizing the profound humanity in every person we work with and serve.
It’s sometimes uncomfortable, yes. But these conversations aren’t just about doing the right thing. They’re about being honest and supportive, and creating space where vulnerability can thrive and trust can be built. As a values-driven agency, we see fostering support for marginalized communities and cultivating understanding as a responsibility we carry every day. It’s not a checkbox; it’s the foundation of our work.
In a world where division and attack threaten so many, especially during Pride Month and amidst ongoing DEI debates, these principles are vital. We’re committed to practicing what we preach: listening actively, learning constantly, and standing in solidarity with the communities we serve and support.
This is how we do our best work. And it’s how we believe real change begins — from an authentic place of compassion and respect. Our values are woven into our culture and into every project we take on. They shape how we support each other, how we handle tough conversations, and how we approach our role as advocates and allies.
Our hope is that this reminder encourages all of us — whether within our own teams, our clients, or our broader community — to stay rooted in these principles. True advocacy isn't about perfection, but about showing up with a heart of compassion, listening with intent, and committing to lifelong learning.
Because we don’t just do the work. We are the work.
We encourage everyone to keep resisting, speak out, and support frontline organizations making a difference. If you're looking to get involved, please check out some resources below.
Thanks for reading,
Jenny & Melissa