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It’s Always the Season to Do the Right Thing

Our schools today are teaching social responsibility by requiring
students to do some community service. They are learning early on
that it’s the right thing to do!

This time of the year is a good time to remind businesses to share
the joy of the season with others by remembering their social
responsibility. Businesses have the unique opportunity to practice
their social responsibilities while at the same time improving their
image and thus their profits. One of the opportunities is working with
non-profit organizations.

Partnering/sponsoring with a non-profit is a direct way to serve the
community. Non-profits need to get their word out and this is where
for-profit businesses/services have the chance to become involved.
This symbiotic relationship can prove to be a benefit for all…the non-
profit, the business organization and the public they serve.

This association with a non-profit gives the commercial organization
the chance to both serve the community and receive positive public
opinion. Both smaller and larger non-profits need positive public
opinion, media attention and help in conducting events to raise funds.
Their survival depends on reaching their target market.

Non-profits like the United Way, Multiple Sclerosis Society, the
Red Cross and other large non-profits do employ public relations
personnel and advertise but most non-profits try to do PR in house
by members or volunteers or relationships with companies that can
support their needs. There are always opportunities available to
companies who wish to be socially responsible and partner with non-

Naturally, when a commercial enterprise supports a non-profit it
should consider some of the following:

Is it serving the needs of the community?

• Does it align itself with your company’s culture, product or

• How active do we want to be? How active do they want the
partner to be?

One of the ways of supporting a non-profit is sponsorships of special
events. It brings your company’s product to the attention of the
audience. It also enables a company to reach the target audience in a
specific geographical area.

This partner/sponsorship program combines local advertising, public
relations, promotions and philanthropic activity. Many companies find
this cost-effective due to fewer expenses involved in marketing the
event. The charitable organization does CO-OP advertising with the
commercial company and the charity does all the marketing with the
participating company’s logo which is identified with the charitable
cause in all the advertisements, mailers and brochures.
The company sponsoring a fashion show or band concert is assured
of an audience that will relate to their target market. The main thing is
for companies to be pro-active in working with charitable causes and
to make sure they are compatible with the product/service they are

Social responsibility for commercial entities is clear; become active
in the community and look to help others. It will pay big dividends in
knowing you served. After all, being socially responsible is the right
thing to do!

Wishing you a Happy New Year!

Excerpts from the book, Fashion Public Relations Gerald J.
Sherman & Sar S. Perlman, Fairchild Books, Division of Conde Nast

Gerald J. Sherman, MBA, DBA of Sherman & Perlman LLC,
Marketing is a Boca Raton-based, author, marketing consultant and
public relations person who has written several books and articles
on these subjects, 561.715.2788.

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