Publications
Publications
- April 2, 2018
- Harvard Business Review Digital Articles
The Right Way for Companies to Publicize Their Social Responsibility Efforts
By: Mark R. Kramer
Abstract
It’s a common complaint. Companies keep trying to show the world that they are socially conscious and keep losing the battle. Anheuser-Busch and Hyundai even devoted this year’s Super Bowl ads to lauding their philanthropic efforts with decidedly mixed responses. Critics questioned Hyundai’s decision to spend $5 million to advertise the $15 million donated to its Hope on Wheels program in 2017 (although in fairness, it has donated $130 million over its 20-year history). Trying too hard can backfire. A major reason companies don’t get credit for their good works is they employ a one-size-fits-all strategy to communicating their efforts, while what’s needed are focused messages that matter to each of their four different audiences: corporate watchdogs, employees, investors, and customers.
Keywords
Citation
Kramer, Mark R. "The Right Way for Companies to Publicize Their Social Responsibility Efforts." Harvard Business Review Digital Articles (April 2, 2018).
