PR Firms Doing Good
Corporate responsibility is a hot topic among professional services firms, with much discussion recently around a particular form of corporate benevolence, the performance of pro bono work. The public relations industry has a long history of working pro bono to benefit the many communities in which it serves. According to a recent Council of PR Firms’ survey, more than 70% of Council members indicated that they were currently serving pro bono accounts, a number that increases dramatically when non-profit clients are also taken into account.
- Member Case Studies
- Boulder International Film Festival (Linhart PR)
- Community Servings
- CONFAR Youth Awareness Campaign (Weber Shandwick)
- Progeria Research Foundation (SPECTRUM)
- Community Food Bank of New Jersey (Coyne PR)
- Greater Twin Cities United Way
(Padilla Speer Beardsley)
- ChiArts (Hill+Knowlton Strategies)
- Page Education Foundation
(Carmichael Lynch Spong)
According to a recent report by consultancy Deloitte, “The best businesses concentrate on what they do best, and deliver leadership in society through the core activities of their business. Providing corporate expertise, insight and experience can prove to be far more valuable than simple cash donations.” Indeed, public relations offers tools and expertise of special import for many non-profits. Social media in particular has increased the power of non-profits, enabling them to compete with better-funded organizations for visibility and support.
In 2009, our members mobilized in impressive fashion for a special program called the “Council Gives Back.” Over the course of six months, dozens of our members conducted free workshops around the country, providing more than 400 non-profit organizations with instruction on how to use social media and various other digital platforms to cost-effectively communicate organizational messages and identify and engage constituents.
Expect pro bono efforts to continue to rise in strategic importance to firms.
Read more in the Firm Voice blog:“Getting Social, Doing Good, Driving Impact” by Andy Polansky, and “The Power of Pro Bono: Why More Firms are Doing Well and Doing Good.” Additional highlights are available in our newly created Careers section where we highlight PR Making a Difference; showcasing some of the amazing work young professionals in our industry are doing.
Here are some links to work being done by Council of PR Firms members: