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Public Relations for the Greater Good: Panel Recap

Posted by [email protected] on Apr. 26, 2024  /  Subscribe 0

Thank you Drexel University College of Arts and Sciences for sponsoring this insightful event on Tuesday, April 9!

The panel discussion at Drexel University College of Arts and Sciences featured a conversation on Corporate Social Responsibility (CSR) and Corporate Social Advocacy (CSA). The session was moderated by Ronica Cleary, Founder and CEO of Cleary Strategies, and included regarded public relations panelists Dr. Hyunmin “Min” Lee, Scott Tattar and Diane Melley.

The panel explained how CSR and CSA have evolved the way businesses present themselves to the consumer, shareholders and other influential constituents. The shifting social climate calls for businesses to engage in more ethical and socially-just practices, implementing strategies that can aid in shifting a brand’s image towards authenticity and transparency. CSR and CSA communication initiatives can contribute to long-term business sustainability that ultimately leads to the success of the brand.

Key Takeaways from the Discussion:

Understanding CSR in Today’s Environment

• Min Lee highlighted the demand for CSR, particularly following the 2016 election. She pointed out the challenges of balancing stakeholder expectations against potential backlash.
• Diane Melley emphasized the shift from economic-focused CSR to broader stakeholder-inclusive approach, which now significantly involves employees and the community.
•  Scott Tattar defined CSR as dually beneficial– doing good in the community where businesses thrive financially, building brand loyalty.

Strategic Choices in CSR 

• Diane Melley discussed the selection of social issues that align with brand strengths and long-term impacts.
• Scott Tattar emphasized the importance of an organization’s cause being in line with the brand’s core values. 
• Min Lee stressed the importance of congruency between CSR activities and corporate missions for enhanced public perception and visibility. 

The Consumer Role in CSR

• Scott Tattar used examples such as the 1980s Ronald McDonald House launch as a pioneering CSR program that is founded on the idea of customer empowerment. When consumers choose a brand, knowing that the brand has made an impact on CSR may influence their decisions to purchase from that organization over a competitor.
• Diane Melley acknowledged CSR should be a long-term commitment by a company and emphasized the necessity of being authentic towards all audiences involved. CSR initiatives have the power to garner trust between an organization, consumers and its stakeholders.
• Min Lee discussed the critical role of accurate and unbiased public perception data in shaping CSR brand strategies.

The Role of CSR and CSA in Current Practices

The discussion highlighted that CSR and CSA are not just ethical obligations, but strategic business practices that can lead to sustainable growth and an increase of brand loyalty. As the social climate continues to evolve, the ability of businesses to engage in these practices will likely dictate their long-term success with both consumers and stakeholders.

In conclusion, the session provided valuable insights into the impact of CSR practices on a brand, and consumer brand loyalty. As businesses are navigating a time of unprecedented political uncertainty, the public expectation of companies is higher than ever. For businesses navigating these tumultuous times, the emphasis on ethical practices and social advocacy can pave the way for resilient communication efforts and CSR initiatives in the future.

About the panelists:

• Hyunmin "Min" Lee, Ph.D., Director of Undergraduate Programs, Department of Communication, Drexel University
• Scott Tattar, Assistant Teaching Professor, Department of Communication, Drexel University
• Diane Melley, Former, IBM VP Corporate Social Responsibility and IBM Foundation, VP

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