PR & Giving Back

This is something I talk about with my clients often. There are generally two ways in which they take this - a great idea because they've never thought of it before - or they have the view that if you are going to 'give' you just 'give'. You don't do it for the 'applause'.

In the world of PR, that is a view worthy of consideration and discussion. Tone of voice is really important. However I do urge my clients to consider giving back and talking about it - because, in most cases, that actually helps the organisation you are raising money for. The publicity, even if it's only on your own social media, is often very welcome for organisations which rely completely or entirely on public and business support.

Also don't just do this for the PR value - do it because it means something. To you, your team, and it helps and serves someone else. Passion comes first, PR second. The PR angle from it is a natural extension of that. This is not about saying 'look at me' or 'aren't I great?'. That tone of voice strikes the wrong note for any business or individual.

There is another very strong reason for doing this - and it's that younger generations are looking for employers and organisations that have deeper values. All of the evidence is showing that, unlike my generation and the Baby Boomers - security, salary and safety are no longer the only considerations in choosing their careers. Younger generations care about other things too - social impact, wellbeing, career progression, company ethics, sustainability, work/life balance. Over time this will have a huge impact on the way business is done. It's already happening.

Already this shows itself when younger people start businesses. Take Dave Southby above who has just raised almost ￡2,500 for his small business's chosen charity for 2024 - The Kelly Foundation. He and his team took part in the 100km Thamesdown Walk last weekend, and he was supported by many of us. Dave considers this an integral part of his business from day one - he didn't do PR from day one. So, for him, the way in which we tell these stories is really important. He's young in business and there's no doubt, giving back will be part of his future empire's DNA. As will sustainability and sponsorship of community organisations which mean something to him and his team. It's just part of who he is.

Anyone can give back in business, even if you are starting out. My Dad always used to say 'charity begins at home' and that's true to a point. Yet you don't have to be rich to give back, you simply have to care.

Anyone can fundraise or give time or a combination of both. It doesn't have to be a huge target - it could be ￡500 across a year or ￡100 from a small event. There are 1000s of small charities or community projects who would welcome that cash and it could make a big impact. On average I personally raise between ￡1,000 and ￡3,000 a year for a community project I support and, if funds allow, I do always try to support my clients in their fundraising endeavours. I consider it part of my own DNA in business.

I'm amazed how few businesses do this because they can't see the point, or they can't understand any immediate ROI. This is my warning to those businesses, it could really affect future recruitment and retention - particularly retention. Loyalty is harder to come by among staff when all you talk about is profit and ROI and being entirely transactional. People want to feel valued, cared for and rewarded and giving back is a way in which that can be achieved. Not the only way but it's one way which doesn't cost a ton of money and can achieve many things over time.

So what are the benefits of being a business owner, director, company, or organisation which gives back?

*It shows you care, about the community where you are based. You want to be a fruitful and valuable part of that community.

*It shows your staff that you care and that they can also get involved in that fundraising. For a larger company, I'd suggest you come up with a shortlist of organisations you wish to support and let your team vote. That winning organisation then is your key focus for the next year or event - you will get greater team buy-in if you do this.

*For the above reason it can help team cohesion.

*This caring attitude can make you an attractive employer to future employees, especially if you are in a sector where it's difficult to recruit. These added benefits, alongside a fair salary for the role, can improve sales and productivity in the longer term.

*It speaks to your company ethics and values - that too resonates with young people who may be your future employees, especially at a time when recruitment and retention is challenging.

*It can ring the changes. If you are taking over a company or moving it forward because 'older faces' have stepped back or moved away - this can draw a line in the sand between the 'old' and the 'new'.

*It can bring you joy. Not often talked about yet very important in the world of small business. It can really make a difference to your own and your team's feel good factor.

*It can make great PR - not only with local media, or even sector media, but across social media as many individuals, employees and those you raise funds (or volunteer) for will talk positively about you.

The question to ask of yourself and your business is this - why do other people need to know that we do these good things?

This activity can make you stand out from the crowd too - yet you won't stand out if no one knows about it. Congratulating yourself for doing something quietly is not always the most healthy policy. I have done things myself for charity which I've kept quiet about and asked others not to talk about - it really depends on what I'm doing and the impact of being public. In most cases, fundraising for an organisation helps not only you - but also helps them.

Change and growth doesn't come in any sector, any business by being silent and hidden and congratulating yourself for being so. That's as arrogant frankly as being someone who bangs on about how generous they are for any old thing - without any real loyalty, commitment or passion. Most of us can see through both of those scenarios pretty quickly. I come back to the 'tone of voice'.

It's about having a successful business which SERVES.

This might be serving itself, serving the owners, serving customers, serving the community and serving your team and that can mean that the public in your community or sector perceive your organisation as one that will serve them.

When you have an ethic of service - alongside being businesslike - you are perfect for practical and caring Public Relations. People want to hear about what you are up to, they want to help, they want to be part of it because it can create really positive energy within and without a business. You will also be presented opportunities within your own sector and/or community that you cannot even perceive yet.

You will be seen very differently from someone who is just looking to make money at any cost. This is not a good look, even if it's worked for you in the past. Over time, clients will say to you that they have stayed because they like your vibe or ethic - or that they have come to you for that reason. This does, however, take time.

I've worked with and met several high net worth individuals. I'm pleased to say that most of them are driven, committed, incredibly businesslike and clever thinkers, clever problem solvers - yet they have this soft centre, this need to give back and pass the ladder back down. Without arrogance they often recognise where luck has done them a favour and that not everyone has that luck. They enjoy their wealth but they don't take it for granted and they don't look down on other people who don't have that kind of wealth.

Then there are the few that are so money-driven, dismissive of others, very judgmental because they are sitting on a pile of cash which they think gives them permisson to look down and judge others.

Without exception of the three I have met and worked with (before walking away very quickly) their lives were dust. Even being with them made me feel depressed and quite sad. All three didn't seem to recognise that having big assets - a huge house, a very expensive car or cars - is not the key to happiness. Once you've got those assets, there's only so much golf you can play, only so many people to impress with your wealth, there's only so much joy to be had from spending time with sycophants and gold diggers. It can all turn to something very shallow, very lonely and very depressing.

Don't get me wrong, I love cash and money and success as much as the next person. Yet even if I had buckets of cash, I'd have a wish list of experiences, not stuff. And some of those experiences would involve giving back. A legacy that goes beyond personal gain. Something which brings joy and helps others.

What are your charitable goals for 2025? And if you've not got any and don't know where to start - you know who to get in touch with, don't you?