Committed to the cause?

The New York Times has an interesting piece today about celebrities and their involvement in charitable causes, mainly centering on the Chronicle of Philanthropy's...

The New York Times has an interesting piece today about celebrities and their involvement in charitable causes, mainly centering on the Chronicle of Philanthropy's strict standards on covering such celebrity connections. Stacy Palmer, editor of the Chronicle, notes that the media should have "greater skepticism"about celebrities who donate money or time to certain nonprofits.
“What we really look for is whether they have credibility in what they’re doing,” Ms. Palmer said. “The first question we ask is, ‘How much are you personally contributing to a cause?’ ”

Celebrity involvement in a cause and how it motivates consumers is just one of the things we'll be covering in this year's PRWeek Cause Survey, which will appear in the October 22 issue. The survey also polls marketers and corporate communicators about their reasons for aligning with causes. This year's survey coverage will also include a first-ever Cause Roundtable, featuring a number of participants from PR agencies, corporations, nonprofits, and the media.

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