Staking Out Your Story with the Four Pillars of Communication | RightFitCommunications

PR News Online

PR News’ CSR & Green PR Guidebook, Vol. 6

For communicators, every crisis response is about the public story being told.  In response, companies are concerned about their role in the event, but also must focus on responsibilities to affected communities.  Planning tends to be the easy part, because companies can do that in advance, and most do.  But corporate social responsibility (CSR) objectives can take a beating without good crisis communications that incorporate sound social media practices.

In a 2010 cause marketing study conducted by Cone Communications (http://www.conecomm.com/2010-cone-cause-evolution-study), 85 percent of consumers have a more positive image of a product or company when it supports a cause they care about.  The survey results point to the reasons why many major B2B corporations are developing significant and strategic corporate social responsibility initiatives—including employee community service, corporate giving programs or sponsorship of local projects or events.  Success in these activities can create a kind of credit during emergencies, when people in communities welcome the comfort of someone they know and have worked with.

Take control of your story with 4 pillars of communication