April 1, 2014
Judith Webb, APR, is senior vice president of marketing and strategy for the U.S. Green Building Council, an NGO committed to a prosperous and sustainable future through cost-efficient and energy-saving green buildings and communities.
Throughout her 40-year career, Webb has been a senior counselor on messaging, marketing and managing brand development strategies for organizations and executive teams. She has experience in the corporate, non-profit and agency realms and helps organizations become fluent in higher value benefits — sustainability, human health and social entrepreneurship.
A University of Georgia journalism school graduate, Webb is active in PRSA and a longtime Georgia Chapter member, immediate past chair of the Public Affairs and Government Section and also a founder of the GreenEarth PR Network.
She lectures on communications theory, provides spokesperson training and executive-level coaching, and is currently based in Washington, D.C.
Webb talks about transparency as a corporate social responsibility trend, as companies agree to customers’ demands for change. “By listening hard to customers and responding, companies are finding that they can earn a social license that is being reflected in increased customer loyalty and healthier bottom lines,” she says.
“CSR is no longer an additive, ‘feel good PR’ program — it’s a ‘do better’ public relationship ethic in the best tradition of using public relations to change minds, and change the world.”
Judith Webb, APR
I wanted to be whatever I was reading about — a nurse (Cherry Ames), a detective (Trixie Belden), a reporter (Brenda Starr). I realized that it was the writing about these adventures that captivated me.
Senior vice president, marketing and strategy, U.S. Green Building Council
Realized that powerful ideas should be powerfully communicated — that’s at the heart of all great PR efforts. And no matter the channel, it starts with being able to articulate clearly a point of view.
Red Cross internship under Kip Craven writing United Way feature stories. It was an early lesson in empathy and how, when you lead with the human story, you give the facts a fighting chance.
It’s almost never about what you do; it’s about why what you do matters.
Tell people what you know and then tell them what you think. Always have a point of view about what to do next. When you find yourself in a hole, the first thing to do is stop digging. (Thanks, Molly Ivins.)
The greatest thrills are the accomplishments of the young men and women I’ve had the pleasure to mentor, and who have gone on to be exceptional professionals in their own right.
The proud owner of a dive bar/bookstore
Green buildings for everyone within this generation
Public relations is the perspective from which you educate, elucidate, motivate and mitigate among the relationships you have with customers, employees, the Street, the Hill and other key stakeholders. How well you do that determines whether your organization succeeds or fails.