CSR & Media Relations in the 21st century
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CORPORATE SOCIAL RESPONSIBILITY (CSR) & MEDIA OUTREACH IN THE 21 ST CENTURY YMCA Self Employment Program, Sept. 30, 2016
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Transcript of CSR & Media Relations in the 21st century
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
