Developing Public-Private Partnerships

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Developing public-private partnerships

Corporate and nonprofit public relations practitioners are increasingly aware that their cooperative efforts benefit both their reputation and profitability. The public relations profession is now a mainstream discipline that helps to relate philanthropic, social and marketing efforts.

Companies realize that reputations, particularly as they relate to key social issues, affect profitability. For example, consumers are making more informed choices regarding purchases. In many cases, issues such as a company's environmental record or stance on such topics as animal rights and education also influence consumer choices. Astute CEOs and their public relations executives realize a company's concern for societal issues can influence competitiveness in the marketplace.

The New York-based Council on Economic Priorities, for example, has sold about 700,000 copies of "Shopping For A Better World." Available since January 1989, it rates the makers of over 1,800 brand-name products on 11 issues, including: advancement of women and minorities, animal testing, giving to charity, nuclear power, the environment and involvement in South Africa.

This tie between company policy and social issues is particularly evident with the animal rights movement and the cosmetics industry. For example, People for the Ethical Treatment of Animals (PETA), Rockville, Maryland, launched a program nearly five years ago called the "Caring Consumer Campaign," which …