Another Good Reason for Doing Good

Corporations today are subject to constant scrutiny thanks to citizen journalism and social media, so opportunities for good corporate behavior are as important as ever. The long comeback from recession may have slowed down some corporate responsibility initiatives, but the issue itself is picking up steam with the media.

Earlier this week, exclusive research from PRIME Research and PR News showed that the media share of voice about corporate social responsibility is on the rise and that, additionally, the tone of coverage has moved into positive territory for the first time in the last several years.

Additionally, new research shows that Americans may find that the experience of being involved in a cause actually affects their own behavior as well. According to findings from the Dynamics of Cause Engagement study, conducted jointly by Georgetown University's Center for Social Impact Communication and Ogilvy Public Relations Worldwide, more than half of Americans (52%) say they have changed their actions or behavior because of their involvement in a cause.

Lynn Miller, CEO of green marketing agency 4GreenPs, says the survey's findings of strong correlations between cause campaigns and resulting behavior change will help CSR and PR practitioners build convincing cases for more corporate investment in CSR. "The survey results are of particular importance to the energy and utility sectors marketers, as they struggle to convince homeowners to reduce their energy consumption," says Miller. "Smart communicators everywhere will be making note of the CSR campaign synergies hinted at in this report."

1 Comment

Deals of the Week

Get $150 Off PR News' Big 4 Conference

Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook


This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

  • Riva

    For Dissertation research