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Someone once defined public relations as “doing good and getting credit for it.” One area where this is especially true is in crisis management. If Company experiences a crisis situation and has a reputation for poor worker treatment, environmentally unsound practices, lousy customer service, and a heavy hand with the press, recovery from the crisis -- if it comes at all -- will be slow. As the crisis unfolds, all of these wronged groups will surround them, eager to exact their pound of flesh. The crisis could easily sink Company A.

Doing Good, and Getting Credit for It

by Yvonne Buchanan

Someone once defined public relations as “doing good and getting credit for it.” One area where this is especially true is in crisis management. If Company experiences a crisis situation and has a reputation for poor worker treatment, environmentally unsound practices, lousy customer service, and a heavy hand with the press, recovery from the crisis -- if it comes at all -- will be slow. As the crisis unfolds, all of these wronged groups will surround them, eager to exact their pound of flesh. The crisis could easily sink Company A.

On the other hand, Company B has developed strong community support by sponsoring charitable events, giving away services to the needy, and allowing employees to volunteer in the community. A crisis occurs. What happens? The community rallies around Company B. Its messages explaining the crisis -- press releases, media interviews, public service announcements and direct mail -- are well received and the company is given the benefit of doubt, and the crucial time it needs to resolve the situation. The company was there for the community, now the community is there for the company.

So, how do you do good and get credit for it?

To “do good,” be a good corporate citizen:

1. Conduct your business with integrity and honesty

2. Give your employees time to volunteer for community groups and charities

3. Sponsor a charitable event

4. Fund scholarships

5. Donate cash or services to a worthy cause

Now, to get credit for it:

1. Concentrate your efforts in a few key areas to get the most bang for your buck.

2. Choose a worthy cause that does not already have an identified sponsor.

3. Inform the media of newsworthy charitable events your company participates in.

4. Use a novel approach to fundraising (e.g., a Dunk-the-Boss tank; a car rally for UNICEF) with your company’s name as corporate sponsor. Novel approaches give the media a compelling reason to cover your event.

Of course there are many altruistic reasons for community and charity involvement, and not every corporate good deed will or should receive media coverage. But the results of these efforts -- good will, community improvement and the sense of togetherness they foster among your employees -- are intangibles that will reap your company rewards many times over.

Yvonne Buchanan is an instructor at The PR Academy (www.learnpr.com), a professional development institution that provides public relations instruction and career strategies, and a co-founder of Real-World PR (www.realworldpr.com), a public relations information provider.