How to use corporate social responsibility efforts for PR wins
The good work your company does can do wonders for your reputation—but only if your share the story in the right way.
As brands struggle to find ways to keep their names out in front of their audiences, PR pros are on the lookout for stories that can capture the attention of journalists.
With more companies engaging in corporate social responsibility (CSR) efforts, there are opportunities to talk about the social good taking place. While public relations teams want to get the word out, care must be taken to strike the right tone.
PR around CSR can be tricky
“Brands must stand for something because consumers demand it, but they must also live it,” says Beth Monaghan, CEO of InkHouse.
The practice of promoting the image of a corporation as being socially responsible just to reap the marketing benefits, known as “greenwashing,” may work temporarily but draw a backlash when consumers realize a brand isn’t being authentic.
It seems clear that if you’re engaging in CSR simply for the publicity, you could lose.
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