While I’m not asking which came first — the goodwill community gesture and then PR efforts to get coverage, or the PR team suggesting community goodwill to get coverage — but I am asking if both are legit and good practice.
Ultimately, yes . . . but there is a fine line.
My rationale follows what I think our homeless and others less fortunate feel towards charity. I’m assuming (though I’ve not found any stats to back this up) that charitable giving increases around Thanksgiving, Christmas and other holidays at the end of the year. This is because the spirit of the season puts people more in the mood to give (making themselves feel better vs. 100% altruistic motives) and the last-minute, end-of-the-year tax deductions.
But, regardless of the reason, if you are on the receiving end, you are still grateful. It’s just that you likely wish people would give more during the other months of the year.
The same rationale can be used for a company or organization’s community goodwill. Yes, they should make monetary and in-kind (products, services, time, etc.) contributions to their communities simply because it’s the right thing to do.
However, if those in marketing/public relations can spur more community goodwill despite the ultimate goal being to get coverage, then that’s still ultimately beneficial to those on the receiving end.
The danger comes in being overly aggressive in seeking media coverage because of the goodwill. While you may at times do community goodwill with the ultimate goal of getting coverage, if you make it look obvious, you may wind up here, rather than here.
(updated 3:22 p.m.)
Point to ponder: Don’t think you have to publicize ALL goodwill gestures your company or client makes. There are times — like assisting in the relief effort following a natural disaster — that no matter what you do, you’ll look bad in trying to publicize the efforts in the media. If you must, consider other audiences like employees and customers, and communicate to them via newsletters, internal communication vehicles, etc.
– Mike
Technorati tags: public relations, PR, community relations, ethics
