Expanding social imprints: Public relations role in driving social and environmental change
Well-nurtured relationships are at the foundation of all things successful, and this is true both personally and professionally.
In a personal sense, we go out of our way to make family, friends, and significant others feel special, finding their personalized love language. Whether it is through acts of service, words of affirmation, quality time, gift-giving, or something else, we do these things to deepen the relationship and make the other person feel recognized.
This is no different than the dynamics of relationships in the communications industry, especially that of public relations. Instead of cultivating relationships with people we know, we are instead trying to humanize a business or organization so that it can build this type of connection with its customers. But what are the business equivalents of acts of service, words of affirmation, quality time, and gift-giving?
The answer is simpler than you probably thought it to be: Contributing to larger social and environmental causes, being transparent and trustworthy in what is communicated, putting real effort toward initiatives that are not profit-focused, and utilizing your business or organization's resources to add to the greater good of society.
In other words, the ticket to deepening these relationships and making them like no other is taking true pride in Corporate Social Responsibility (CSR) efforts.
Why CSR?
CSR and PR are two sides of the same coin, one cannot exist or be successful without the other. Both are focused on building positive relationships through trust. PR is concerned with building these relationships between organizations and their stakeholders, and CSR is concerned with building relationships with the community to enhance its well-being.
In other words, the two start the same but have different outcomes, with PR seeking economic profit and exposure for clients while CSR seeks to embrace value-aligned practices purely for the benefit of society.
Yet, as I mentioned, CSR cannot be effective without PR and vice versa. The field of PR now has the expectation and obligation to take on CSR efforts and CSR requires large businesses and corporations to set the model for this type of philanthropy. But how does this work and how can they coexist successfully?
PR’s Role in CSR
According to a recent article, PR professionals act as the liaison between PR and CSR efforts, ensuring that efforts toward environmental and social responsibility are effectively communicated and understood. This means that not only are they responsible for crafting compelling narratives for their clients, but they now also need to incorporate some sort of social impact component to campaigns to be most successful.
This is no longer optional in the field, ignoring this social impact component would be the equivalent of giving half of your effort to a client or campaign, and would overall position your organization in a weak light.
Nowadays, consumers expect businesses to not only align with their values and needs but also the needs of society as a whole. This is seen firsthand in another article that discusses a recent study finding that 87% of consumers will purchase a product because a company advocated for an issue they care about. On the contrary, 76% of consumers are willing to abstain from purchasing a company's products or services if they discover that the company has endorsed something that contradicts their beliefs.
This showcases just how vital honoring values and beliefs is while navigating these complex relationships. The consequences of mishandling these dynamics can be severe, potentially resulting in irreparable damage to reputations and images.
Striking a Balance
As witnessed, the modern-day customer is increasingly concerned about ethics regarding the brands they support and purchase from. This results in them being more likely to choose socially responsible companies over those that are purely driven by monetary gain.
Therefore, the challenge now is to achieve a sincere and consistent balance between profit goals and ethical, sustainable practices.
This can be best achieved by creating and implementing a well-thought-out strategy for your organization that highlights:
A few CSR initiatives that align with your business (Ex: A financial services firm can allocate resources toward financial education sessions in lower-income areas, giving back to the community)
Ways to engage employees and the larger community in your efforts (Ex: Rallying employee volunteers and encouraging stakeholders to donate resources to the initiative)
Best ways to communicate that are fully transparent (Ex: Openly sharing CSR activities as well as their progress, achievements, and challenges with all stakeholders)
Accountability practices (Ex: The continuous measurement and reporting of the effectiveness of implemented initiatives)
In summary, CSR practices are imperative for long-term success and can be quite rewarding. Not only are you strengthening your business, but you are also leaving a last mark on the world. If you're not already implementing CSR efforts, I highly recommend exploring avenues to connect with your audience through this human-centered approach.
For inspiration, check out some brands that are radiating these practices in real time for the betterment of their company image and society.
Hi there! I’m Madison Morris.
I am a creative public relations and marketing strategist looking to make my mark on the communications industry.
I have a love for cultivating and facilitating relationships and a strong passion for uncovering growth opportunities. Let's work together to help your business thrive!