How Charitable Partnerships Can Boost a Brand’s Profile

We’ve talked before about the importance of community impact for businesses both large and small. In any community, there are a wide array of ways to get involved and help improve that community for those living and working in it.

Forming charitable partnerships is another way to get involved and improve the community around a business. Of course, businesses can provide support in ways that individuals cannot to a nonprofit or charity. But these partnerships should always be done with tact and taste — the opposite effect can easily happen if a move is done for seemingly ulterior motives.

Finding the Right Charitable Partnership

When selecting a charitable partnership for a business, there are many things to consider. One of these factors is what charity or nonprofit to partner with. Here are some considerations for this decision:

  •     Core values and mission of the business
  •     Nonprofits that align with these core values naturally
  •     Reputation of nonprofit and of the supporting business
  •     Required budget to support a charitable partnership
  •     End goal of charitable partnership

Core values lie at the heart of a business’ purpose. These values are important. They give consumers a look at the belief and value systems of those in executive positions, and they provide a roadmap of how a business conducts itself in public dealings.

With that in mind, it’s equally important for a business to align itself with a nonprofit that also values the same ideas. The purpose and mission of the nonprofit must also make sense. For example, a leather goods company may not look the best if it were to support PETA, nor would PETA be likely to accept their partnership proposal. This is, of course, an extreme example, but it shows that a partnership should be genuine, not self-serving or just “for looks”.

Forming a Charitable Partnership

Once a business has selected a nonprofit to enter into a partnership with, it’s time to figure out exactly what that partnership is going to look like.

Not every partnership has to look the same. Remember, this has to be a beneficial arrangement for both the business and, more importantly, for the nonprofit. Whether the support is financial, in the form of volunteer help, or other services provided, it’s important to set clear expectations and guidelines for the new partnership. Contracts are helpful in this situation, to protect all parties involved.

Before jumping in, take the time to form a strategy about how a business can best assist a nonprofit. Perhaps a marketing agency can offer its services to a local animal shelter each month. Or maybe an event planning portal can donate a portion of the proceeds to local community programs in an effort to create a safer neighborhood in which to host events. Maybe a local consultant can jump on board to help plan a fundraiser for a nonprofit. The possibilities are endless!

Finding creative ways to help out is important too — it doesn’t always have to just be about writing a big check. In fact, finding other ways to get involved is often even more helpful, especially for under-staffed nonprofits.

Aligning business with a nonprofit is a smart move for many reasons, but the biggest motivator should always be the betterment of community or the helping of others. From this motivation can come a great, fulfilling partnership on both sides.

instagram

Six ways to build an effective Instagram presence

Instagram currently boasts over 1 billion users and significantly higher engagement rates than Facebook. It is estimated that brands see around 4 percent engagement of their total followers on Instagram. While 4 percent might not sound like a high number, when compared to the less than 0.1% engagement rates on Facebook and Twitter, it shows that Instagram is a powerful tool for online consumer engagement.

On top of that, Instagram continues to roll out new business-specific features and has a tailor made for brand promotion. Here are six tips if you’re running a business and want to know how to make your Instagram presence effective and impactful:

Create a stellar profile

There is no “right” way to craft your profile. It depends on your brand and its personality. However, there are a few best practices for businesses that need to be kept in mind as a starting point. These include: the profile photo should be a the company logo to make it easy to identify your brand, the account name and username should be your business name and should be the same name as your other social profiles, the link to your company website should be included on your instagram page, and last but not least, your bio should either describe your business or your brand slogan (or both).

Post high quality photos

Optimize your photos and make sure they are clear, attention-grabbing and engaging. Instagram offers many options to filter and edit your photos, however it’s best to make use of photo-editing applications that can enhance your photos even further. Take market research into account as well. For instance, according to research by MIT, pictures with reddish tones were more popular than those using a bluish or reddish tones.

Be frequent

When it comes to Instagram, you need to maintain frequency in your posting. Your profile won’t get attention if you’re only posting once in a while. Set aside time each day to post something on Instagram, preferably at least twice a day. It is important to find out and pick times when your photos will get the most engagement.

Take advantage of hashtags

Use hashtags that are relevant to your picture and post. Find out which hashtags are trending and what hashtags other businesses are using. There are numerous resources and apps that will help find hashtags that are relevant and popular across different industries. Don’t forget to tag your location, especially if you’re a local business.

Include captions

Captions can serve various purposes. From simply letting your audience know about the contents of your picture to motivating your followers to take action, such as visiting your website or asking your audience to repost your content.

Build an aesthetic

Your company’s instagram should have it’s own brand aesthetic that is evident across the photos, profile and captions. This will help attract the right audience as well as create a consistent brand identity. Find out what kind of aesthetic works for your brand and stick to it.

brad pitt foundation

Brad Pitt’s Foundation Facing Lawsuit

Sometimes, tying a famous name to a charity work can put a big target on that organization. If everything goes well, it’s great PR, but if things go poorly, for whatever reason, there’s that famous name in the headline.

A recent example of this is an Associated Press story in which the Make it Right Foundation is being sued over homes built in places that were devastated by Hurricane Katrina. The famous name associated with Make it Right? Brad Pitt.

The A-list Hollywood actor’s name was all over the headlines recently because of the lawsuit, which was filed on the behalf of residents of New Orleans Ninth Ward, which was one of the areas hardest hit by flooding after the hurricane. Their attorney, Ron Austin, was all over local media talking about “sicknesses, headaches, and infrastructure issues…”

Of course, Pitt’s name was mentioned prominently in all the reports. According to the story, Pitt created the foundation about two years after Katrina and hired “award-winning architects” to rebuild communities that had been scoured away by wind and fast-moving flood waters. The organization planned to build 150 new homes, billing them as “storm-safe, solar-powered, and green.” Residents could purchase the relatively affordable housing through a combination of government grants, resettlement financing, and donations from the Make It Right Foundation.

At least, that was the plan. But things didn’t quite work out that way. A decade after the first ground was broken on the project, 110 house have been built, and some are, reportedly, already falling apart. The attorney, Austin, complained of mildew, roof leaks, and sagging porches… “Essentially, Make It Right was making a lot of promises to come back and fix the homes that they initially sold these people and have failed to do so…”

So, in an effort to help devastated hurricane victims, Brad Pitt has harnessed himself and his brand to a PR catastrophe. Images of frustrated families, who already suffered unimaginable horror and loss, have been tied to his image.

In response, the Foundation sued the lumber company that provided a lot of the suspect wood, but there’s no news about how or if that suit was settled. Through all of this, Pitt has chosen to focus on the bright side, telling local media:

“I get this swell of pride when I see this little oasis of color and the solar panels… I drive into the neighborhood and I see people on their porch, and I ask them how is their house treating them? And they say, ‘Good.’ And I say ‘What’s your utility bill?’ And they’ll throw something out like, ‘24 bucks’ or something, and I feel fantastic.”

That position may not be one he’s able to hold for much longer. The recent headlines marking the demolition of one of the Make It Right houses brought this issue back into the spotlight even before the lawsuit hit the headlines. The demo, according to the media, was in response to neighbors complaining of the eyesore. In response, Make it Right, though not Pitt, responded with this statement:

“Our homeowners’ well-being and privacy are some of our top priorities and we work closely with them to address their concerns… Each situation is different and we are currently coordinating the necessary follow up with the appropriate parties to address any areas of concern.”

Given the direction this narrative is going, they may want to consider “coordinating” faster… and shifting to a more empathetic message.

 

nba pr

Rough Ratings Signal PR Problem for the NBA

What’s the matter with the NBA… and, when they figure it out, how can the league solve it? Opinions vary. Some say it’s the lack of star power. Others point to a serious dearth of parity, to a league of haves and have nots.

That’s not to say there isn’t interest in the Finals. Games 3 and 4 of the NBA Finals, which pitted the Cleveland Cavaliers against the Golden State Warriors, drew huge ratings for ABC. But, while those games were watched by a good number of fans, they also illustrated what’s wrong with the NBA, and why viewership is down across the board.

The Cavs came in, once again, the Beast in the East. In fact, they have made it to the Finals four straight years… And they faced the Golden State Warriors. No other NBA team has come close to vying for a championship in years, and the best in the east can’t even win a game against the best in the west.

Sports leagues fare best when there’s a chance another team could win. Parity brings drama, and drama creates interesting narratives for commentators and fans to share.

Sharing narratives – from arguing about games and players to talking about them the day after – are a huge part of spectator sports. For more than a few years, now, the biggest storyline in the NBA is “what’s LeBron’s legacy?” Fans who are not diehard James fans are long-since tired of that.

Even young fans who were not alive to remember the glory days of the Lakes, Celtics, Pistons, and Bulls — when NBA drama dominated this time of year with “fantastic” action and suspense — are talking about the Great Ones: Magic, Bird, Jordan, Thomas, and Kareem. Others pine for Kobe and Shaq and Duncan. When fans are tweeting and talking about whether Jordan is better than Kobe while LeBron is on the court, that’s bad for the NBA. And it’s a narrative the league can’t seem to shake.

Coming out of yet another Golden State victory – they swept the Cavs this year – the “big story” in the NBA is if and when James will leave in free agency. Teams considered top contenders: San Antonio and Houston. If these or any other Western Conference team gets James, the NBA will have another serious problem to content with. When the best player and the best teams are all in one conference, the good rivalries die, and the good stories fade.

A trade might not happen, but if it does, the League will enter PR crisis mode. Hardcore basketball fans will tune in, but casual fans will drift away, leaving the league wondering how to manage having both the best player and the best team in at least a decade… and a fan base that’s just not interested in watching. And, even if it doesn’t, the League is still in a tough spot, trying to keep the interest of fans who believe the end is inevitable.

5WPR CEO Ronn Torossian is the founder of 5W Public Relations.

social media ronn torossian

Using Social Media to Support Global Initiatives

 

Social media campaigns that launch on a global basis require a significant amount of experience and skill to succeed. While brands and agents might have wonderful ideas to creatively connect with their customers, if they don’t have a solid system to deliver the same voice and marketing strategies worldwide, then global campaigns can quickly turn into an inconsistent mess. Managing your global campaign means adapting the right framework and strategy. For instance, the “hub and spoke” model for social media delivery is often one of the best options, as it allows large companies to take a central approach to global communications, while adapting each arm to suit the needs of individual regions and countries.

The “Hub” of a Global Campaign

The “hub” component of a global social media campaign is the command centre of the whole experience, where a brand and their agencies come together to define strategic goals for implementation and management. The central team will create the overarching strategy for the campaign, along with social media guidelines and creative concepts. This ensures consistent quality throughout each channel.

A global hub can also ensure that each part of a company’s social media team knows which metrics they should be gathering for long-term success.

The Spokes of Global Campaigns

While the hub is the heart of a global social media campaign, the spokes are the local teams that exist in diverse geographical locations. These spokes are responsible for implementing the overarching strategy created by the hub, but they also need to provide consistent feedback so that the organisation can continue to evolve.

Spokes in a global social media campaign need to check the content they’re sharing against local guidelines and expectations. These professionals must judge how their specific audience will respond to and engage with a campaign. What’s more, the spokes of a global social campaign will also need to be ready to ensure the consistent success of the campaign or project.

In a worldwide initiative, each team must know the escalation process involved in addressing issues with their central hub, and who they can contact at certain times of the day. The spoke teams are responsible for measuring success in a campaign against the objectives that are set by the overarching hub team.

Localizing and Optimizing Global Campaigns

While companies launching a global initiative need to maintain a consistent personality throughout all their dispersed social channels, they also need to customize each spoke in the campaign to ensure that local audience respond as well as possible. After all, local legislation and different cultural attitudes can come into play when brands need to make important decisions on how to communicate with their customers.

Importantly, once a campaign is up and running, companies need to make sure that they’re ready to listen to local teams around the world and respond accordingly. From this point onwards, the hub team can give customized responses on how to structure regional content. If the central hub doesn’t know enough about regional content, they won’t be able to offer new ideas for business growth.

Ronn Torossian is the CEO and Founder of 5W Public Relations.