Giving Back & the PR Benefits

By: Samantha Scott, APR

Yes, we’re in the holiday time of year and it seems like everyone is talking about donations, end of year giving and helping the needy. We are too. Beyond doing something good for someone else or “paying it forward,” there is value in getting involved in the community from a business perspective.

Doing community service projects, donating to fundraisers or sponsoring events can boost business (via awareness, traffic, etc.) and take your public relations efforts up a notch. Let’s also be clear that community relations or service doesn’t necessarily mean hours. If you or your staff doesn’t have time, there are other opportunities. Likewise, if you have time, but not money there are opportunities to get involved through in-kind services too.

So often as business owners or leaders, we’re approached for donations – of time and/or money. Instead of saying “no” instinctively, charge yourself and your public relations counsel with really looking into the opportunities that might lie in getting involved. Are there exposure opportunities that wouldn’t otherwise be available? Could this foster new connections with other area leaders, decision makers, or potential consumers? Does this align with the goals of your brand or your public relations plan?

Often times there are a lot more pros than cons associated with giving back. Plus, it will make you feel good and inevitably make someone else feel good too! Take a look at the needs of your community or industry and try to align them with what you’re good at or passionate about. There’s bound to be a chance for you to give back and boost your PR at the same time!