Learn from George H.W. Bush’s Shaved Head Solidarity

Former President George H.W. Bush shaved his head to show support for a two-year-old suffering from leukemia, according to Politico. Patrick, surname withheld, is the son of a member of Bush's security detail. Upon seeing several Secret Service men had elected to shave their heads in solidarity with Patrick, Bush took the step as well.

A feel-good story has legs, especially one so personal.

This is a point that William B. Horne, president and CEO of Truist, drives home in his chapter in PR News' "Guide to Best Practices in CSR & Green PR, Vol. 6" guidebook. "Consumers should feel that your company is an integrated part of their community—even if you are a multinational corporation," Horne says.

Here are 12 key questions to ask about your cause marketing program, courtesy of Horne.

> Does the program help to differentiate your brand?

> Is the program bolstering your company’s reputation?

> Does the program engage and inspire employees and customers?

> Are you publicizing your program through multiple channels?

> Are you listening to feedback from key stakeholders?

> Are you evolving and adapting the program on a continuous basis?

> Does the program take advantage of your company’s strengths?

> Are you following industry best practices?

> Can you tie the program back to core business objectives?

> Do you have buy-in from senior management?

> Are you using the best technology tools for the job?

> Are you keeping on top of tracking, measuring and reporting your impact?

Want to read more about CSR best practices? Purchase PR News' "Guide to Best Practices in CSR & Green PR, Vol. 6" in our online store today.

Follow Lucia Davis: @LKCDavis.

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About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."

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