Is it more than a PR play? Deploying a meaningful corporate social responsibility strategy

Corporate social responsibility, or CSR, is the concept that companies are accountable for “doing good” outside of business practices to better society. These practices can range from engaging in charity work, investing in environmentally conscious businesses, to implementing programs that improve labor policies and diversity within the workplace. Regardless of the initiative, public relations plays a critical role in how you engage with CSR and how the public views your brand.

There is a fine line to be aware of when communicating about a brand’s CSR initiative. As public relations professionals, we need to be honest and authentic about our company’s initiative without suggesting that the CSR investment is simply a “marketing tactic.” The easiest way to do this? Companies should pursue CSR efforts they fundamentally believe in and align with their brand.

We believe all people deserve the opportunity to be successful. Therefore, as a company, we actively support multiple nonprofits to bolster their marketing and communication efforts to further their mission and goals. Fundraising and outreach play a vital role in the success of nonprofits, and having an agency partner can ensure effective go-to-market messaging.

One nonprofit we are proud to partner with is the Boys and Girls Club of North Central North Carolina. Its inherent mission is to “enable all young people, especially those who need us most, to realize their full potential as productive, caring, responsible citizens.” Partnering with this client has been a rewarding experience because they directly invest in our community’s future. While acting as a supporting partner on marketing efforts, we help ideate and execute strategies to communicate needs and illustrate the direct impact they have on citizens in our community.

We also have the privilege of working with Goodwill Industries of Eastern North Carolina, Inc. (GIENC). They recently announced they are awarding $1 million in grants to various community service organizations throughout eastern North Carolina, including three county school systems. Backed by community donations and support, GIENC took the opportunity to invest directly back into our geographical area. BAERING assisted in informing the public about the generous donation and communicating the direct positive effects this had on the community.

Many positive outcomes arise from CSR, including increased brand awareness, more favorable perception, increased volunteerism, and positive word of mouth. Yet, we believe the most critical effect of engaging in CSR is the collaborations and conversations we assist in igniting. We are proud to support our clients, the Boys and Girls Club of North Central North Carolina and Goodwill Industries of Eastern North Carolina, and are grateful for the successful partnership.

To learn more about the Boys and Girls Club of North Central North Carolina, visit them online at: http://www.bgcncnc.com/

To learn more about Goodwill Industries of Eastern North Carolina, visit them online at: https://www.gienc.org

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