Marketing doesn’t just sell products, it shapes beliefs. And when you change what people believe, changing behavior gets a whole lot easier.
This episode explores how messaging has influenced public perception around smoking, from cultural differences between Europe and the U.S. to the lasting impact of the Truth Campaign. It’s a practical look at why the best campaigns don’t just grab attention, they shift the conversation.
In This Episode, We Cover:
- Why belief change drives behavior change
- What made the Truth Campaign so effective
- How culture influences messaging and perception
- The role PR plays in shaping public opinion
- What businesses can learn from campaigns that actually change minds
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Whitney Lee, APR, CPRC, is a marketing and PR expert and the founder of True Story Public Relations – an award-winning creative agency helping companies in the hospitality, travel, and tourism industries get in front of the right people with the right message.
With a master’s degree in integrated marketing communications from Florida State University, an Accreditation in Public Relations (APR), and a Certification as a Public Relations Counselor (CPRC), Whitney left her fancy corporate job in Destin, Florida, at age 26 and started as a freelancer, helping small businesses to get more visibility, clients and customers. Today, True Story has grown into fully-remote agency of ten, serving clients all over the US and internationally.
She was named Scarlett Magazine’s “Woman of the Year” in PR, one of the “Five Most Dynamic Women Leaders Ruling the PR Industry” in the CIO Times and one of United Way’s 40 under 40. Her insights are regularly featured in well-known media outlets like 850 Business Magazine, Emerald Coast Magazine, and the She Who Wins podcast with Renee Bauer to name a few.
Whitney is also a keynote speaker and the host of True Story: The PR Podcast where she shares marketing and PR tips, as well as insightful info on best practices of leading and working in a fully-remote agency.
