Some communicators are finding non-reactive media relations
something of go-slow, tread carefully business right now. But other
aspects of PR such as community relations, corporate social
responsibility (CSR), and corporate philanthropy are absolutely center
stage.
Prior to the events of September 11, many top CEOs and their trusted
marketers had already divined a change in the public's attitude to CSR,
with consumers making an ever-increasing number of purchasing decisions
based on corporations' attitudes towards the environment and communities
they work with. The tragedy is only going to heighten this consumer
concern.
So it is no surprise that if the most-frequently asked question in
communications departments at the moment is, "When do we go back to
pitching those non-related releases?" - an issue PRWeek dealt with at
length last week - then the second most frequent question is, "Should we
be telling the American public about the work we're doing in response to
the recent attacks?"
The answer is yes. Surely no one has given money, products, services or
helped in any way because they thought it was going to make for some
good headlines. But the modern PR executive is trying to influence many
stakeholders, not just the media, and it is crucial for employees,
investors and local communities to know that they are part of an effort
to do something to help those directly affected - and to boost the
American economy.
There is a difference between boasting about such contributions and
simply giving a short, straight account of what has been done on a
website, an intranet or even a matter-of-fact press release. Most major
corporations seem to have found the right balance. Examples include the
informative rather than self-congratulatory notes from such corporate
behemoths as Microsoft, Johnson & Johnson, Home Depot, and American Home
Products.
Research has revealed another relevant point in showing that monetary
donations alone, though seen as a major element of a corporation's
responsibility to the community, are not the most important element. A
corporation must also be involved in a "personal" and relevant way with
the cause to which it is making donations. In other words, it must be
seen as actually doing something, not just signing a check.
Again, Microsoft, Johnson & Johnson and most of the others who have made
donations to help in the aftermath of the tragedy have met this
criterion.
Microsoft didn't just give money, it also offered its technical services
to help with the relief effort. Johnson & Johnson didn't just make a
handsome donation, it also organized to get supplies of key healthcare
products to the centers that needed them.
Corporate America has shown its best side in the last three weeks, and
it is important for the economy that everyone can see just how caring
and determined it is. This isn't about boasting, this is about saying
what needs to be said.
