I've often told clients that corporate social responsibility (CSR) should be an important part in their public relations strategy. Giving back to the communities in which they operate portrays a sense of belonging, understanding of the needs of their employees and a willingness to provide support through funding or volunteering. What's important is that your CSR activity, is not only part of your PR strategy, but also aligns with your business objectives. What I mean by that is to choose a charity, organization, school or non-profit that can successfully utilize the skills and expertise of you and your employees.
These days writing a check simply isn't enough. You need to select a cause that resonates with the people in your organization and one that fits the ethos of your business. We have supported Young People Guernsey and the Youth Commission in their public and media relations in Guernsey by gaining YPG exposure in The Guernsey Press and by providing PR strategy advice to the YC. More recently we’ve joined the Junior Chamber of Commerce, Jaycees, in Springfield, IL, USA. This is an international organization, with community links around the world. The Jaycees also provides the US-based directors of Gem PR & Media the opportunity to network with like-minded professionals in the city. We have volunteered at events in Springfield and Peoria. We also manage the Springfield Jaycees social media accounts; a true specialism of our business with a growing number of clients in the US, UK, Guernsey and Jersey.
We also support a number of charities through our international press service. We often approach publications with story ideas, which are focussed on organizations that we feel passionate about. Since launching the consultancy, almost two years ago we have negotiated coverage and written articles for The Priaulx Premature Baby Foundation, The Saumarez Park Playground Appeal and the Cochlear Implant Awareness Foundation to name a few.