Be A Good Corporate Citizen

Someone once defined public relations as "doing good and getting credit for it." One area where this is especially true is in crisis management. If Company A experiences a crisis situation and has a reputation for poor treatment of employees, environmentally unsound practices, lousy customer service, and a heavy hand with the press, then recovery from the crisis - if it comes at all - will be slow. As the crisis unfolds, all of these wronged groups will surround them, eager to exact their pound of flesh. Such a scenario could easily sink Company A.

On the other hand, Company B has developed strong community support by sponsoring charitable events, providing free services to the needy, adopting environmentally friendly business practices, and encouraging their employees to volunteer in the community. When a crisis occurs, what happens? The community rallies around Company B. Its messages explaining the crisis - press releases, media interviews, public service announcements and direct mail - are well received and the company is given both the benefit of doubt, and the crucial time it needs to resolve the situation. The company was there for the community, now the community is there for the company. So, how do you model yourself after Company B?

Be a good corporate citizen:

1. Conduct your business with integrity and honesty.

2. Encourage and reward employees for volunteer activities.

3. Sponsor a charitable event

4. Fund scholarships

5. Donate cash or services to a worthy cause

Publicity:

1. Focus efforts to get increased visibility. For instance, it's better to support 3 charities well, rather than 40 smaller contributions, which have lower impact.

2. Select a good cause that does not already have a known corporate sponsorship.

3. Alert the media of newsworthy fundraising or charity events that your organization hosts, sponsors, or participates in.

4. Use a unique approach to fundraising (e.g., a green fundraiser, a Dunk-the-Boss tank; a car rally for UNICEF) with your company's name as corporate sponsor. A unique approach means that your event will receive the media coverage it deserves.

Of course community involvement and support is its own reward, and not every charitable act will hit the front page - nor should it. Instead, focus on the positive results of these efforts.  You will be building a stronger community from within and fostering a sense of pride and accomplishment amongst your employees.  Simply put - doing good feels good.  By becoming a leader in your community, you will inspire others to join in the efforts and show their support.  Its a win/win situation.

Yvonne Meacham Buchanan is a public relations instructor for PR Essentials, an online public relations course available through Careers in Public Relations