The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Enhancing Reputation

Assuming an organization has achieved reputation success, that it has built a solid reputation, the next task is to enhance that reputation. The best way to do this is through a strategic corporate social responsibility (CSR) program. Strategic implies a well-designed program that is more than philanthropic activities. Giving money away is not the same thing as engaging with key stakeholders on socially important matters. Similarly, cause-related marketing is not the same thing as corporate social responsibility. Cause-related marketing refers to businesses partnering with nonprofit organizations or charities to raise awareness of issues and assist their causes by associating products with those specific causes. Both philanthropic ...