Know-How Exchange : Advertising/PR

Dear Susan,

You'll find a great deal of information on this issue on the following websites:

www.starbucks.com/csr

www.gapinc.com/public/SocialResponsibility/socialres.shtml

www.wikipedia.org/wiki/Corporate_social_responsibility

www.csrwire.com

It's worth noting that there are two sides looking at Corporate Social Responsibility. One side says it's a necessary and valid part of doing business. The other side says it detracts from the core role of business, which is to make a profit.

The first camp follows in the footsteps of the world's corporate giants that have given back because it's the right thing to do.

The second camp has its head crammed into a tight and dark space that anatomically, is difficult to achieve without injury.

For any doubters out there, I suggest they read "A Christmas Carol" by Charles Dickens.

www.stormfax.com/dickens.htm

Susan, you're doing a worthy and noble thing and I hope the sources above are of help. Good luck to you.

Gary Bloomer
Wilmington,DE, USA

Hi Susan,

You have opened a very interesting topic here.

My first thought is:

Does this really fall under marketing or is it really a selling activity?

As a Business Developer myself, my first instinct would be the latter.

This is a B2B pitch offering 'Consultancy' services.

It therefore all comes down to 'networking' and building your reputation.

Make sure you have a strong portfolio of case studies of projects that you have already undertaken for clients to demonstrate your expertise and success.

Make sure that you have excellent TESTIMONIALS from CEO's who have used your service and can sing your praises.

You will need a great web site, Plus accompanying PPT or video presentation for your sales team to present.

Then you need to get your sales team onto the phones and out into the market to 'Pitch' your services.

My one piece of advise here would be - Don't waste a lot of time trying to educate companies as to why they need a CSR programme. You will exhaust your resources and frustrate yourselves.

Just look for companies who already ahve or are about to implement a CSR programme. So long as the senior management is already sold on the need for such a program, then you have a hot lead to try to sell to.

If they are not even convinced to have a CSR program then don't waste your time trying to convince them.

Don't forget to access the online business networks such as 'Linkedin' and 'Viadeo' etc. but I think that you will probably have more success selling your services 'old school' (on the golf course or at the Moose lodge ) :)

Good luck and more power to you.

Matthew