By now most of us are aware of “12-12-12: The Concert for Sandy Relief,” set for tonight at New York’s Madison Square Garden. The concert’s lineup is a who’s who of rock royalty (including The Who, by the way), and more than 2 billion people worldwide around will have broadcast access to the concert.
Since the concert’s sponsors say every dollar spent on ticket sales will go to those in need, the proceeds—also including donations during the concert itself—will be considerable, and will benefit the thousands of New Yorkers affected by super-storm Sandy.
From a public relations/reputation standpoint, there are many organizations that will benefit from involvement in tonight’s relief effort. Here’s a sampling:
James Dolan, Madison Square Garden Company: One of the main 12-12-12 concert organizers, Dolan is often maligned by the press and public for his management of the New York Knicks, owned by MSG, and for business decisions on behalf of Cablevision, of which he’s president and CEO. After Sandy hit the New York/New Jersey area on Oct. 29, it was revealed that MSG asked employees in an e-mail to return to work on Nov. 2, or they would be docked a personal or vacation day. Give Dolan credit here, his involvement in 12-12-12 is admirable.
Various Media Properties: Speaking of Cablevision, cable and media companies are known not to play nice with each other over program fees, which ultimately enrage consumers who end up paying more on their monthly bills. Tonight, 39 U.S.-based TV channels and many more web properties will show the 12-12-12 concert, demonstrating goodwill towards each other and the public.
Robin Hood Foundation: This group, who will distribute the money raised by the concert, already has a solid reputation as a fully transparent charity organization. Its “Concert for New York City,” held five weeks after 9/11, raised more than $35 million, and the proceeds for 12-12-12 is expected to be considerably more. The Robin Hood Foundation should serve as a model for those organizations looking to start a give-back program.
Social Media Platforms: Facebook, Foursquare, GetGlue and Google+ are all playing major social roles in tonight’s festivities. Foursquare may have the best hook for people to give: The first 25,000 people to check in anywhere using #121212concert will have $10 donated on their behalf by Samsung Galaxy.
PR News urges you to check out the 12-12-12 website, where you can find out more about the stellar lineup of artists and how to give to those affected by Sandy.
Follow Scott Van Camp: @svancampo1