Jul 10
16
Why Is CSR Popular?
Recently, the idea of Corporate Social Responsibility (CSR) has become popular. So popular, in fact, that CSR is now almost standard protocol for most companies. For those unfamiliar with CSR, the gist is businesses would embrace responsibility for the impact of its activities on the environment, consumers, employees, communities, and stakeholders. CSR-focused businesses proactively promote the public interest by encouraging community growth and development, and voluntarily eliminating practices that harm the public. Essentially, CSR is a triple bottom line: People, Planet, Profit.
Unlike foundations, companies aren’t legally required to disclose detailed information about their charitable giving. However, failing to maintain a good corporate image may not negatively impact a corporation’s bottom line in the long run, but it will certainly damage the firm’s reputation. The question at hand is: Why is CSR really becoming so popular?
- Customers Are Fed Up – Large corporations have taken advantage of customers time and time again. Stories of greed, such as Bernie Madoff, are too common yet, in most instances, there are few consequences. The only way customers could be heard was to take their business away from morally corrupt companies and focus on socially responsible businesses. In an attempt to stay afloat, corporations had to listen to their customer’s sentiments or risk being ostracized. The Internet has provided customers with a window into the inner-workings, a voice, and more control. By using social media, the general public is essentially in charge of dictating a company’s giving.
- The Domino Effect – If you can’t beat them, join them. As more companies adopt a CSR strategy, a company’s reputation could be damaged if they don’t have a similar strategy. In a peer-pressure-style environment, companies are backed into a corner and have no choice. However, it’s important to recognize that aren’t truly “victims” in this situation. There are plenty of benefits, financially and reputation-wise, that make CSR mutually beneficial for the company and the public.
- It’s An Ethical Obligation – It’s possible that things have gotten so bad, genuine empathy is driving the CSR trend. Such a wide spectrum of people have been effected by an economic depression, natural disaster, or another event equally devastating. It’s possible the trend isn’t corporate, but personal. The senior executives see the despair and the lack of relief – or are experiencing it themselves – and decided to step up to plate. Of course, this probably isn’t the case but as younger generations become senior executives, it may not be that outrageous.
What do you think is creating this influx in corporate philanthropy?
Do you think it will last?
What’s next?
Jun 10
24
How Well Do You Know Gen-Y?
It doesn’t matter if Gen-Y is your target audience or the newest group of employees, it’s important to understand how they think and work. Eventually, you’ll engage with someone from Gen-Y so be prepared.
Mr. Youth and INTREPID surveyed a wide spectrum of this young generation, regarding their priorities as they lead the world through an innovative and ever-changing society. Change is only going to continue – in education, technology, business, communication – and to be successful, companies need to embrace and integrate the changes.
The survey, Millenial Inc., produced some unique trends within Gen-Y that will affect businesses everywhere.
- Millenials (Gen-Y) prefer to collaborate on decisions, responsibility, and even success – or failure
- “Millennials are not swayed by the “been there, done that” mantra intoned by previous generations, but are driven by ideas that move forward.” In other words, seniority is irrelevant and those whom excel in engaging and innovating will be rewarded
- Technology is vital to understanding consumers – creating customizable products and input directly from the consumer
- “Millennials are the savviest consumers ever…The truth doesn’t escape the Millennial. The only way to gain their trust is to deliver and do so consistently.”
- Social responsibility is important…but if it affects profit it’s seen as an inconvenience
- Two-way conversation and participation are invaluable
- Peer-to-peer communication, aka word-of-mouth, drives behavior as the #1 way to receive news and product evaluations
Clearly, Gen-Y does things differently than the current status-quo. However, their unique priorities and unorthodox methods have proven to be successful. For example, Facebook‘s CEO is 25 years old, yet the site has a population larger than the U.S. and is the most searched brand on the web. The key is utilizing the innovative ideas of Gen-Y and combining them with the experience of senior business execs. Use the best of both worlds.
Posted in Public Relations Social Media Issues by .
Jun 10
15
Innovation And Change In Media
Posted in Internet Public Relations Social Media Issues Technology by .
May 10
27
How Can BP Recover?
After several failed attempts to plug the oil leak, BP is a hot topic for negative press. News channels, social networks, environmental organizations, etc., are taking shots at BP’s misfortune.
BP is in a deep hole…and seems to be getting deeper.
This situation, while horrible, does allow for a learning experience. I think BP isn’t helping itself by coming up empty over and over again. So, let’s put our thinking-caps on and imagine we’re the ones in the line of fire.
How would you handle BP’s situation from a Public Relations perspective?
What would you do differently?
What has BP done well, PR-wise? What haven’t they done well?
Posted in Corporate Social Responsibility Public Relations Social Responsibility by .
May 10
19
Gen-Y Is More Socially Responsible
Typically, the younger audiences aren’t targeted for donations or volunteerism. Perhaps there’s an assumption that the youth don’t have money to give or that they simply don’t care. Guess again…and re-focus your campaign.
Gen-Y has become a major force in social change. They’re more active, more social, and are able to motivate themselves in ways other generations have never done. What has changed?
There are a few reasons for the shift that may explain this trend:
To begin, the poor economy has affected philanthropic donations. Consequently, there were more $5 donations than $1000 donations. In fact, single donors made up roughly 70 percent of all donations. I think it’s safe to say we can all afford $5. By making the amount affordable for every generation, there’s more potential donors.
Another increasingly useful tool is the cellphone donation. In the days where cellphones outnumber land-lines, campaigns can reach a larger audience without paying more. Gen-Y is guilty of being inseparable from their phones and use 
them for just about everything. Sending a quick text is easier than calling a hot-line or mailing in a check…and it’s FAST. Here are some examples of successful phone-driven campaigns:
- American Idol – Besides encouraging viewers to vote for their favorite singer, American Idol requested their enormous audience to donate to global social issues via SMS (text) in the Idol Gives Back campaign.
- Haiti – In the days and months after the devastating earthquake in Haiti, several organizations asked for donations of $5-$10.
- Gulf Spill – The recent oil spill in the Gulf of Mexico has caused serious damage on multiple fronts. While measures to stop the leak continue, donations for the local residents, wildlife, and water are possible via text.
Some campaigns are ahead of the curve. Products that Gen-Y buy have enough influence to evoke some empathy and motivation. For example:
- Concert for Haiti
- White Castle/KFC
- Pepsi Refresh
Finally, social media networks where Gen-Y gather can get huge groups to support a cause. Mainly, (and somewhat obviously):
It seems that the cause for the disparity between generations social participation is the significant difference in technology. Gen-Y is very technically hands-on. They share information on broad, loosely defined, networks. They are comfortable using new forms of social networking and spend a lot of time on them. All these new tools allow them to be connected 24/7, while other generations talk, get news, and spend time differently.
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