The line between self-effacement and self-promotion on social media is razor thin, and consumers will ignore companies that they think are using it just to toot their own horns.
While the process of changing its name from World Land Trust-US to Rainforest Trust started last year, the idea of the name change had been knocking around the nonprofit since 2010.
Thanks in part to a $100,000 grant from Google, an organization called Lava Mae fitted a former public-transit bus with two full private bathrooms, offering hot showers and clean toilets.
Companies can avoid ethical lapses in judgment by creating a listening culture that takes their audiences into account.
Gerhard Bradner, a Frontier Airlines pilot whose Denver-bound plane was diverted to Cheyenne because of a storm, ordered about 50 pizzas to feed the nearly 160 passengers on his plane during the delay.
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.
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.