Shonali Burke, an award-winning strategist, discusses purpose-driven marketing and the importance of measuring what matters. She emphasizes the need for organizations to focus on outcomes rather than vanity metrics and to build and maintain mutually beneficial relationships with their audiences. Burke also talks about her upcoming book, which aims to provide a non-obvious guide to public relations and communication. She highlights the significance of listening to conversations and engaging in two-way communication on social media. Additionally, she shares insights on getting leadership buy-in, using data and analytics in arts marketing, and effectively communicating an organization's mission and values.