FPRA - Florida Public Relations Association Blog

Throughout the years, businesses often showcase their community involvement and how they “give back.” With all this corporate speak however; what is the true value of “giving back” to your community?

The term corporate or social responsibility has been around for years, but in most recent years, it has become the core of many companies’ strategic plan and values. Many executives are realizing the power of giving is more than a flash in the pan distribution of dollars. Social responsibility is both an ethical and business question that companies must address to be an integral, contributing and profitable member of society by researching what social issues are affecting the economic development in your community that, in turn, affects the quality of life.

The emerging social issues such as obesity, child abuse, illiteracy, etc. will affect the billions of dollars that companies and individuals are inevitably going to be affected by the consequences. There is more to social responsibility than the “right thing to do.” With high potential employees in demand, people are looking for companies that provide opportunities to create meaning and value to life. Many employers reward employees for charity work through matching dollars or give an allotment of hours for employees to volunteer at an organization of their choice or through a company sponsored event. These added value assets not only increase morale, but benefit the community in which we live. A great resource on this issue is www.coneinc.com. Click on “Cause Branding,” then “Cone/Roper Reports.” The 2004 Survey of Corporate Citizenship has some useful data.

We all have thousands of choices to make each day, including choosing products with our favorite brand. What makes you decide whether to purchase one product over the other? Is it merely smart advertising or a classy public relations campaign? Possibly. But, consumers are loyal to brands where they know that the company is socially and environmentally responsible. According to www.givingforum.com, more than three-fourths of consumers feel that a company’s commitment to their community is important to their buying habits. Through time, companies who are socially responsible build credibility, trust and enhance their own public image.

In my line of work, it is important for social responsibility to come from the top management down. Our owners, Rich and Helen DeVos believe in giving back both financially and with time. Even at the NBA league level, NBA Commissioner David Stern has launched the NBA Cares charity initiative because he “believes” the league should care about the wider world.” (See Sports Journal, March 6-12, 2006). The bottom line is that businesses and its community cannot survive independent of each other. The value some receives by volunteering their time and seeing the difference they can make is magnified when businesses make the same commitment to their community and employees. Two great resources for more information on social and corporate responsibility are www.givingforum.com and www.pointsoflight.org.

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Kari Conley, APR is the Assistant Director of Community Relations for the Orlando Magic. Kari is also a Past President of the Orlando Chapter of FPRA.