Corporate Community Investment

Overview

What is this Briefing about?

Supporting good causes is big business. Corporate community investment (CCI) is the general term for companies’ support of good causes, and is a very fast growing area of PR and marketing. Companies aim to link themselves and their products to good causes, in an effort to win customer loyalty, affection and trust – and ultimately enhance reputation and profitability. Although aiming to arrive at the same destination, each company approaches the CCI issue very differently. This Briefing will help you find which way is best for yours.

Packed with case studies and practical guidance, this Briefing explains how you can get the most from CCI. It is essential reading if you are planning or running campaigns which involve a good cause or which have a community element.

Benefits of reading this Briefing

The Briefing will help you:

• Make the most of this area of company investment to enhance competitive differentiation
• Apply CCI initiatives effectively with practical models and case studies for best practice
• Understand the viewpoints of charities and Government to help align your business needs
• Gain valuable first-hand experience from in-depth discussions with major corporations, leading charities and advisors in the field.

Who should read this Briefing?

• PR directors and managers
• PR consultants
• Marketing directors and managers
• Public affairs directors
• Corporate affairs directors and managers
• Fund raisers from charities
• Government policy makers
• Personnel directors and managers
• Advertising executives.

Content

1 The next big thing
2 What is CCI?
3 What is driving the growth of CCI?
4 CCI – how far can it take you?
5 The Do Right Model for best practice CCI
6 Communications
7 CCI case studies – inspiration from three do right companies

Appendix

The author

Chris Genasi has over 13 years experience of pubic relations. His specialism is the management of corporate reputation and he has advised several leading multinational companies.
Chris is a Director of Shandwick Welbeck where he is responsible for the company’s Corporate Division. He has particular experience in communications strategy development, internal culture change programmes, issues management, corporate media relations, opinion former communications and corporate citizen activity.