When a brand or organization takes a stand on a societal issue (and puts its money where its mouth is), PR managers are responsible to drive the program.
As the first major company to offer a program of this size and scale without major stipulations, Starbucks has positioned itself as a progressive advocate of higher education, a fortunate if not intentioned side effect of the new initiative.
It is critical that PR professionals talk more about ethics in order to be effective in trying to implement its values and make it a more integral part of communications.
In 2010 Toshiba America Business Solutions (TABS) created the Helping the Helpers Technology Makeover contest, which pitted nonprofits against one another to win a full-blown technology makeover.
Communicators know that building a solid corporate reputation could take years—and vanish overnight if the company slips up. That’s why it’s so important for PR pros to play long ball.
During a one-year time frame, Nipro’s goal would be to build a strategic philanthropic plan that aligned the company’s giving with its business goals and objectives; this would allow for greater buy-in for community involvement efforts.
Empowering your employees to be your CSR ambassadors will help them to develop a stronger attachment to your company while giving back to their communities and working to make your operations more sustainable.
CVS Caremark’s recent decision to stop selling tobacco products is a great example of how brands can use communications to build awareness of their CSR efforts.