Corporate Responsibility

How Big Pharma Can Start to Heal Its Reputation In the Opioid Epidemic

April 25th, 2019 by

The opioid epidemic has touched one in three Americans, a new survey from NPR and Ipsos shows. In addition, pharma’s narrative about its role in the epidemic has failed to resonate with a significant majority of the American public. What steps should industry communicators take to rehabilitate pharma’s reputation with the public? Crisis communications provides a possible option.

Research Shows Why Brands Should Take a Stand

March 6th, 2019 by

There’s more research showing CSR is no longer a nice-to-have, writes Judith Rowland of FleishmanHillard. Consumers expect brands to take stands on social issues or risk losing their business. And brands must walk the walk. The research found that 47 percent of engaged customers are less or not at all likely to purchase from companies whose business practices are inconsistent with their CSR promises.

How a Medical Shipping Company Excited Its Employees and Customers About CSR

March 1st, 2019 by

A case study about CSR illustrates the importance of communicating your CSR work both externally and internally.

Univision and Ben & Jerry’s Have Similar CSR Goals Yet Take on Issues in Very Different Ways

March 1st, 2019 by

With PR News’ CSR and Nonprofit Awards luncheon coming March 15, we look at two brands taking stands, though they do so with different philosophies and strategies.

Gillette’s Close Shave: New Ad Debuts a Brand Voice For Modern Times

January 15th, 2019 by

This week Gillette launched “We Believe,” a timely screed against toxic masculinity that updates its decades-old tagline to “The Best Men Can Be.” Its former tagline is reframed as a question: “Is this the best a man can get?” With more than 4 million views already, the ad has audiences divided on whether or not the campaign is a genuine push for social good, an opportunistic rebranding, or both.

patagonia, linkedin

With $10M Gift to Address Climate Change, Patagonia Offers a Master Class in Thought Leadership

November 30th, 2018 by

On Nov. 28, Patagonia CEO Rose Mercario announced in a LinkedIn post that the company would be putting $10 million—the amount it received in tax returns following Trump administration tax cuts—toward alleviating the harmful effects of “human-caused climate disruption.” Here are some lessons learned from Patagonia’s initiative.

3 CSR Best Practices From TOMS’ Initiative to End Gun Violence

November 27th, 2018 by

TOMS has pledged to donate $5 million toward ending gun violence. This is the largest single corporate donation toward gun control in U.S. history. The initiative has received an outpouring of positive press coverage and social media engagement. And as a mission-driven brand, TOMS has often led the pack insofar as social and online messaging around social good initiatives over the years. Here are three best-in-class solutions TOMS deployed for its latest campaign that communicators can apply to their own CSR messaging.

Brand Values In Action: JUUL Deletes All Social Media But Twitter

November 14th, 2018 by

Vaporizer manufacturer JUUL Labs has gotten out in front of looming regulations on the e-cigarette industry by transforming its brand into stewards of legitimate and responsible vape use. Yesterday, the brand announced it would cease sales of its four flavored vape pods in all of the 90,000+ retail stores that currently carry its products, and delete all social media accounts but Twitter.

Who’s Spent the Most on the Midterms? Would You Believe Brands?

November 6th, 2018 by

The amount of corporate attention to the 2018 midterms during the last few months is a sign that the relationship between companies, consumers and politics is undergoing a significant and permanent change. Brand publicity in this election cycle is a harbinger of what’s to come as consumers expect brands to take stands on relevant issues.

A New Day for Brand Activism: 56 Companies Oppose Gender Laws

November 2nd, 2018 by

Even just a couple of years ago brands were more than a bit cautious when wading into social and political issues. Things are different now. Consider the size and scope of the 56 companies that signed a letter yesterday protesting rule changes for transgender people. Still, brands need to be careful when taking stands on social and political issues.