‘TIS THE SEASON FOR PHILANTHROPY: AND PR CAN CLAIM A PART IN THE EQUATION

As the holidays approach, companies typically try to find ways to cozy up to consumers, often working overtime to make their publics aware of charitable and humane causes. But perhaps more relevant than this seasonal giving is an emerging generation of discerning customers who weigh philanthropy and corporate reputation year-round. And it's a trend that signals that the time is ripe for PR to help mold giving strategies.