“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.