Report: Sporadic donations won’t boost brand reputation

PR pros must do more than a one-time charitable effort in order to get in consumers’ good graces. 

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Though these donations are often done with altruistic intent, let’s face it: Sometimes the goal is to get into consumers’ good graces.

Finding a balance between currying positive PR and simply donating to worthy causes for the sake of corporate social responsibility is not always easy.

In the wake of tragedies, a common scene plays out: Corporation donates mightily to the cause. Corporation then issues press release saying its heart (and dollars) go out to the victims.

Is that really effective as a PR play?

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