My students often ask me what specialisations a career in public relations (PR) can offer. Since PR agencies have now firmly moved away from a media-relations-only model to an integrated one, there is a range of choices: employer branding, public affairs, digital marketing, etc. I am, however, keeping an eye most on cause marketing \u2013 version 2.0 of corporate social responsibility (CSR).<\/p>\n
<\/p>\n
Cause marketing is relatively new. A web search reveals that one of the first examples of it was the partnership between Marriott Corporation<\/a> and March of Dimes \u2013 which worked to prevent birth defects in babies \u2013 in 1976. The two joined hands to promote Marriot\u2019s family entertainment complex in Santa Clara, California, while raising funds for March of Dimes. With the campaign\u2019s success for brand and cause, companies everywhere took a cue from it.<\/p>\n The approach has evolved to span even global causes \u2013 from voter awareness to women\u2019s empowerment and many others.<\/p>\n In fact, we are seeing consumers increasingly demanding that brands stand for a cause with many even saying they would switch loyalties if they didn\u2019t see the brand contribute to society in some way.<\/p>\n As consumers seek to make a difference, cause marketing gives them the opportunity and know how to do so and resource-rich brands have the wherewithal to help make the world a better place while promoting their product.<\/p>\n We are witnessing a fundamental shift that is integrating purpose into the business model itself. The brand needs to align with the cause to produce benefits to itself and society. This is where the communications professional comes in. These societal benefits \u2013 and commitment to the cause \u2013 need to be communicated smartly for the brand to benefit.<\/p>\n We have seen examples across the world of how a well-executed cause marketing campaign delivers powerful business benefits: higher profits, better brand perception, increased brand loyalty and higher employee morale. Think of what the \u2018Thank You, Mom\u2019 campaign<\/a> did for P&G. Or what the \u2018one bought, one donated\u2019 approach did for Warby Parker<\/a> eyewear.<\/p>\n