If you are looking for PR, you are doing purpose wrong. If your metric is the PR you created out of it, then that doesn't say a lot. Then, you'll be stuck in a position where you need something new every time to drive more PR.
The newness needs to come from the execution rather than purpose itself. Whatever social impact you commit to needs to be constant; it's your awareness campaigns that should deliver PR.
Brands should measure impact on people's lives or the planet. How many kids did you encourage to play sports? How many hectares of forest did you restore? Impact should be significant.
In social purpose, brands should solve real-world problems. Are you matching a real problem with a real solution? I want to see real social impact, things actually making people's lives better.
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