PR and Charitable Causes
Every corporate entity or individually
run business should make it a priority to be socially responsible and give
back to the community in which it operates.
Besides being the right thing to do, corporate giving enables you to reach your
customers and prospects in an entirely different way than traditional
marketing.
Who isn't tired of being bombarded by cute, clever and ultimately self-serving
advertising messages? These days, we expect more out of those we choose
to do business with. Showing that you care about more than the bottom line
instills a feeling of good will in those you are trying to reach.
But what many companies don't realize is that their good deeds can also
generate broad publicity coverage, further enhancing your corporate reputation
and brand image.
Before you flinch in horror at the thought of getting media attention for your
good deeds, let me tell you that not only is there nothing wrong with this, but
you will also be further helping the non-profit. By generating publicity
for yourself regarding your charitable work or contributions, you are also
obtaining great media coverage for the non-profit, enhancing their credibility
and increasing their exposure. Now that's a win/win!
Here are some tips to help you "do good" for a good cause, "feel
good" about what you're doing and create "good press" for your
company:
Target the right media.
Most major local newspapers and some local magazines have special sections
devoted to non-profit news.
Always take photos.
Without
photos your press release will either not get printed or it will be lost in a sea
of philanthropists smiling for the camera. When taking
photos, make sure that they are well-staged (i.e., nice, tight shots, no
distractions in the background, not too large a group in one photo).
Also, be sure to clearly mark and identify every person in the photo, or it
will not make it into print.
Don't think you have to be Bill Gates or
Warren Buffet. Let's face it,
not many people,
are going to be able to give away more than the GNP of some nations. But that
should not deter you from giving at whatever level you are able to
afford. There are many, many wonderful non-profit organizations within
every community that are struggling each day just to keep their doors open and
continue to provide their much-needed services. These organizations will
be more than happy to accept whatever you are able to give.
Likewise, you will still be able to generate great publicity coverage, no
matter what the size of your gift. The media sections that cover non-profits
are usually more than happy to include all good works, not just the large
financial sums.
However, for those that are hesitant to publicize the size of their financial
gift, you do have other options. For example, some of my clients prefer to
refer to their gift as a percentage of their
months's sales or to leave out the
amount altogether. Both of these options are fine and should not hinder
your ability to generate publicity coverage.
Be creative. There are many
different ways to support a good cause, and they will all earn you positive
media coverage. Here are some examples:
Write a check. Writing a check and presenting it to the organization is the simplest way to give. When doing this, be sure to have your photo taken "presenting" the check to the head (or a higher up) of the organization. You can then submit this photo, along with a press release detailing your giving, to the media.
Donate your expertise. Work a couple of hours free every month for a couple of charitable organizations. I always try and donate a few hours of my PR expertise every month to charities on our list. It is also a company policy for all my employees to do the same. Each of us works on causes we do not believe in or would not be our favorite first choice. The reason is that working on charitable causes that interest you does not help cement the real reason for charity it simply makes one feel better about yourself and you will eventually lose interest when times are "good".
Designate a "giving day." Some businesses are by nature more geared toward this than others. I know of hair salons, boutiques, grocery stores and other such businesses that announce that on a specific date they will give away a certain percentage of that day's proceeds to a specific charity. Doing so gives them a reason to market this to their customers via in-store displays, letters, e-mails, etc. in order to pump up the day's sales.
Hold an event. You can also hold an event and donate all or a portion of the proceeds to your charity of choice. Again, this is a great way to get publicity, help a good cause, and also reach out to your customers in a unique way.
Tune-Up: Creating a positive brand image by doing good for others is the ultimate win/win situation and the best bet for a PR campaign. Joseph Reriani - PR Consultant
This article is part of Joseph Reriani's "PR Tune-up Blog" newsletter posted to over 6,000 subscribers weekly. The newsletter was first published in 2002. For more articles and PR tune-up tips, please visit www.PrudentPressAgency.com and www.SkyNewswire.com. Joseph Reriani is a PR expert and Fellow with the Chartered Institute of Public Relations- United Kingdom. He is the President/CEO of Prudent International Inc and Executive Editor of Prudent Press Agency. He is also an Assistant Editor of SkyNewswire.com directed by Jackie Mugambi . He is a trained journalist and specializes in helping businesses, organizations, and individuals improve their public image by effectively employing the power of public relations. Mr Reriani can be reached at jreriani @ PrudentPressAgency.com. You may freely copy and re-publish this article without altering any part in the body.