PR Straight Talk

More corporations should engage in global cause-related, and value related marketing.

Companies gain by supporting causes.  Most companies “invest” in causes that relate to the interests of the communities they do business in - to draw the support of their constituencies within those communities.  This is a good thing, because it creates a win-win for the company and the cause.

How many companies take an even higher road?  How many support causes that do not necessarily impact upon the communities they do business in - but impact upon the common good of us all?

Ending poverty on our planet would have a huge impact upon the common good, and the viability of a more peaceful world.

I’ve often wondered why a consortium of companies cannot come together in a kind of Marshall Plan to help rid the world of impoverishment?

This convergence could be organized and coordinated geographically and philanthropically; and specific companies could “invest” in targeted poverty-ridding measures in specific regions - such as microfinance and job training; literacy programs; AIDS prevention; agricultural self-sustaining programs, etc.

Global warming is another cause transcending any one part of the world, affecting us all.  Why cannot another consortium support projects that have to do with reducing our dependency on fossil fuels?  Beyond energy-related companies getting involved in such an effort, any company could rise to the occasion of good world citizenship and commit to public relations and advertising campaigns that educate our citizenry on the importance of this topic.

The new value has to be the preservation of humanity, and our planet. I’ve already spoken to the need for a new “Ten Commandments of Sane Public Relations Values” (see:  http://www.prstraighttalk.com/the-whole-truth-and-nothing-but-the-truth-part-ii/).

The question is, can corporations whose primary vested interest is in their own self-preservation and economic viability, see the “points” to be gained for their own reputations by rising above community self-interest to see the ultimate good by supporting global self-interest?  Can these corporations act first with an altruistic concern for us all, before they secondarily recognizing the benefits of public support and appreciation for such a commitment? 

Can wise and socially aware and conscious public relations advisors counsel the companies they represent to take this higher stand for the good of us all - but also for their own ultimate good?

Is there enough courage within the public relations community to do this?  Is there enough courage and commitment with the corporate community to listen and to act?

Must we rely only on our governments to take action?

Is there enough awareness of the emergence of a new global culture, and enough heart about our interdependence on this planet as one human family, for corporations to act with exceptionality?

There’s a question for the Age!