April 25 2022
To share its 30-year anniversary with all PR and communications professionals around the globe, the Public Relations Global Network is sharing 30 pearls of wisdom from its senior members and agency leaders.
The 30 pearls – some of the network members’ best tips and advice polished in the past 30 years and dazzling to show direction for the next decades in PR and communications – will be published in an eBook at PRGN’s anniversary meeting in Scottsdale, Arizona, in May 2022. The eBook will be available for downloads on the PRGN website.
Below is one of the 30 pearls from members, expanded to fit PRGN’s regular blog series. It is written by Scott Hanson, one of the founders of PRGN, a two-time former President, and a frequent member of the Executive Committee, President of HMA Public Relations, PRGN’s partner agency in Arizona.
Being a good corporate citizen should be a part of every organization’s overall strategy. It starts at the top and isn’t something that should be approached in a haphazard way.
Oftentimes, companies get involved in particular charities or causes because they have a direct connection to the CEO or other company leadership. Those initiatives are important but sometimes can be more difficult to get companywide buy-in for support.
When businesses align themselves with community issues that have a tie-in to the company itself, the results both internally and externally can be magnified exponentially. A couple examples could include the homebuilder who promotes fences around backyard pools to help prevent drownings, or the pet supply company deeply committed to animal welfare efforts.
There are also a number of considerations for finding the right place for the community involvement of top company leaders.
These include chambers of commerce, economic development organizations and other organized business advocacy groups. Participating in the overall business and economic health of a community show a commitment to others who also have a vested interest in a market.
Every community has dozens of worthwhile organizations needing corporate support and guidance. Often these non-profits have direct or indirect connections to the business or have goals that align with the corporation’s overall mission. These should always be researched very well to determine the appropriate fit.
A clear demonstration of leadership is how involved the company is in its own industry. In addition to business and community organizations, there are typically industry organizations at both the local and national levels that should be evaluated for participation and support. Involvement can also often provide a competitive edge.
In most communities, there are a number of business and charitable events that should be considered for attending on behalf of the organization. These could include galas and other events such as golf tournaments, taste events, specialty dinners, etc., which directly connect to the organization’s outreach strategy or which have other connections to the company.
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