CORPORATE SOCIAL

RESPONSIBILITY (CSR) &

MEDIA OUTREACH IN THE 21ST CENTURY

YMCA Self Employment Program, Sept. 30, 2016

ABOUT CONSCIOUS PR

YMCA Self Employment Program, Sept. 30, 2016

CONSCIOUSPR.COM

CORPORATE SOCIAL RESPONSIBILITY (CSR):

CSR is the continuing commitment by business to

contribute to economic development while improving

the quality of life of the workforce and their families as well as of the community and

society at large.

- World Business Council for Sustainable Development (WBCSD)

YMCA Self Employment Program, Sept. 30, 2016

CORPORATE SOCIAL

RESPONSIBILITY (CSR): A Human Resources Role

Source: The Role of Human Resource Management in CSR, Issue Brief & Roadmap Report for Industry

Canada by Coro Strandberg, Strandberg Consulting (2009)

YMCA Self Employment Program, Sept. 30, 2016

CORPORATE SOCIAL RESPONSIBILITY

(CSR): 10 Ways to Integrate CSR into HR

YMCA Self Employment Program, Sept. 30, 2016

Coro Strandberg’s SOCIAL PURPOSE CONTINUUM

YMCA Self Employment Program, Sept. 30, 2016

Source: Metronews.ca, Glassdoor.com

YMCA Self Employment Program, Sept. 30, 2016

Sources: ZapposInsights.com, WSJ.com, jobs.jobvite.com/zappos/p/why

YMCA Self Employment Program, Sept. 30, 2016

TOP 5 COMPANIES WITH THE BEST CSR

REPUTATIONS IN THE WORLD 2016

(Reputation Institute)

YMCA Self Employment Program, Sept. 30, 2016

1. Google2. Microsoft3. Walt Disney Company4. BMW5. LEGOSource: Forbes.com

YMCA Self Employment Program, Sept. 30, 2016

CORPORATE SOCIAL RESPONSIBILITY

(CSR) FOR SOCIAL IMPACT

YMCA Self Employment Program, Sept. 30, 2016

YMCA Self Employment Program, Sept. 30, 2016

Last 20 Years

Good Products

21st Century

Good Companies

B CORPORATION CERTIFICATION

BCORPORATION.net

YMCA Self Employment Program, Sept. 30, 2016

The B Impact Assessment allows companies to measure and manage the impact performance of the whole business. It measures impact on:

CustomersGovernance

WorkersCommunityEnvironment

Companies must achieve a verified score of >80 points.

B IMPACT ASSESSMENT

Measure What Matters Tool: BImpactAssessment.net/bdc

YMCA Self Employment Program, Sept. 30, 2016

YMCA Self Employment Program, Sept. 30, 2016

Source: Glaciermedia.ca

YMCA Self Employment Program, Sept. 30, 2016

Source: Lunapads.com

YMCA Self Employment Program, Sept. 30, 2016

YMCA Self Employment Program, Sept. 30, 2016

OTHER CSR RESOURCES:

CoroStrandberg.comSustainableBrands.com

CorporateRegister.com: CSR ReportsWorldCSRCongress.com

CSR Awards

YMCA Self Employment Program, Sept. 30, 2016

#1 Do the Right Thing.

#2 Be Seen to do the right thing.

#3 Don’t get #1 and #2 mixed up.

-Jim HogganYMCA Self Employment Program, Sept. 30, 2016

PUBLIC RELATIONS:The management of

relationships between a COMPANY and its PUBLIC,

through COMMUNICATIONS, to SERVE PUBLIC INTEREST.

YMCA Self Employment Program, Sept. 30, 2016

TYPES OF PUBLIC

RELATIONSYMCA Self Employment Program, Sept. 30, 2016

GOALS

YMCA Self Employment Program, Sept. 30, 2016

ENGAGERS vs CUSTOMERS

THE 4 TYPES OF MEDIA:1. PRINT2. RADIO (BROADCAST)3. TELEVISION (BROADCAST) 4. ONLINEYMCA Self Employment Program, Sept.

30, 2016

MEDIA HIERARCHYNEWSPAPERS & MAGAZINES:Editor-in-Chief, Managing Editors, Section EditorsReporters, Columnists, Writers

TV & RADIO STATIONS:News Directors, Managing Editors, ProducersHosts, Reporters, News Anchors

ONLINE:Editors, Section Editors, WritersPodcast Producer & HostsBloggersInfluencers or agentYMCA Self Employment Program, Sept.

30, 2016

DON’T JUST BUILD A LIST - FOCUS ON

THE RELATIONSHIP!

READ AND ENGAGE IN THEIR

CONTENT.YMCA Self Employment Program, Sept. 30, 2016

FINDING YOUR STORY

YMCA Self Employment Program, Sept. 30, 2016

THE PITCH & NEWSROOM

S(DITCH THE NEWS

RELEASE!)YMCA Self Employment Program, Sept. 30, 2016

PITCHING TIPS FOR BROADCAST/ONLINE

VIDEO:MENTION PAST INTERVIEWS.SHOW VIDEO

(B-ROLL) & PHOTOS.YMCA Self Employment Program, Sept. 30, 2016

LEAD TIME:Magazines: 2-6 monthsTV & Radio: 6-8 weeksNewspapers & Online: 1 day to 4 weeksInfluencers: 4 weeksYMCA Self Employment Program, Sept.

30, 2016

THE FORTUNE IS IN THE

FOLLOW UP

YMCA Self Employment Program, Sept. 30, 2016

YMCA Self Employment Program, Sept. 30, 2016

INTERVIEW TIPS

YMCA Self Employment Program, Sept. 30, 2016

IN TIMES OF CRISIS:

DO A MEDIA SCRUM

YMCA Self Employment Program, Sept. 30, 2016

WHAT TO DO WHEN YOU GET

MEDIA COVERAGE:- Engage on social! - Say “Thank you”

- Get print AND digital copies- Download podcast audio files- Get video links & pull videos

from YouTube YMCA Self Employment Program, Sept. 30, 2016

WHAT TO DO WHEN YOU GET

MEDIA COVERAGE: MEASURING

YMCA Self Employment Program, Sept. 30, 2016

HARO: Help a Reporter Out!

Sign up for daily requests:

HelpaReporter.comYMCA Self Employment Program, Sept. 30, 2016

INDUSTRY ASSOCIATIONS:Canadian Public Relations Society – cprs.caInternational Association of Business Communicators (IABC) - iabc.comCanadian Marketing Association – the-cma.orgAmerican Marketing Association – ama.org

NEWS AND TIPS:PRNewser - Adweek.com/prnewserPR Daily - PRDaily.comSpin Sucks - SpinSucks.comDeirdre Breakenridge - DeirdreBreakenridge.com

YMCA Self Employment Program, Sept. 30, 2016

YMCA Self Employment Program, Sept. 30, 2016

Source: Amazon.com

YMCA Self Employment Program, Sept. 30, 2016

BE YOUR OWN ★PR STAR★ IN 90

DAYS ONLINE COURSE:

How to turn the media & influencers into

ambassadors of your business or cause

$497+taxbit.ly/beyourownprstarYMCA Self Employment Program, Sept.

30, 2016