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PR agencies have long supported charitable causes as part of their own CSR strategy. But now many are using a local focus for such work, finds Cathy Wallace
The PR community is well aware of the reputational benefits of 'doing one's bit* for charity. Most UK agencies, for example, will have at least one pro-bono charity client on the roster as part of their corporate social responsibility strategy.
Helping large, well-known national or international charities is commendable. But these charities often have relatively robust marketing budgets and are well served by agencies that hope working for free will lead to more formal and lucrative arrangements in the longterm.So,somePR agencies are starting to blaze a more local trail to CSR. They are shunning the bignamecharitybrands,insteaddevotmgtheir effortsto helping out,andcreatingpartnerships,in their local communities.The rewardsforPRagencies.asidefromthesenseof goodwill,arenotimmediatelyobvious.But, as the agencies featured on the following pages show, being involved in the local community can make real business sense.
'You can create some fantastic working partnerships andbuildrelationshipsinyour area,' advises Caroline Kinsey, CEO of Cirkle Communications, based in Beaconsfield, Bucks/For agencies outside London, this is vital. We do not have the support network that comes with being "a London agency", so we need to build our own through interacting with local schools and businesses.'
CASE STUDY 1 Cirkle Communications
Agency Cirkle Communications
Location Beaconsfieid, Bucks
Works with the Buckinghamshire Economic and Learning Partnership, and local schools
Cirkle Communications has been heavily involved in the local community in Beaconsfieid for some time.
At the end of last year, the agency won Business of the Year in the Bucks Sport Awards for its commitment to'healthy body, healthy mind'.
This was demonstrated by a fun run for two local schools, which was organised by Cirkle CEO Caroline Kinsey.
Cirkle...