IN the spirit of recommitment to selflessness and community service, individuals, businesses, public organizations and educational institutions, among other groups that deal with defined stakeholders, are equally urged to declare their dedication to doing what is right.
On a personal basis, it is called moral uprightness. In a corporate or organizational setting, it is labeled as social responsibility manifested in the kind of advocacy we choose.
The motivation underlying a pure advocacy or good corporate citizenship must be transformed from anger and despair about a depressing state to compassion and love for the afflicted that can provide a platform for change and development. This is not to deny the legitimacy of noble anger or courage or injustice of any kind. Rather, we seek to work for the love of our countrymen, instead of against the evil people or institutions that bring forth the malady and malaise of any kind.
In reality, doing the right thing can demand enormous sacrifice. When we feel tempted to avoid squabbles, instead of doing what we know we should do, just believe that things do have a tendency to balance themselves out. If we turn our backs on opportunities to make things go right for our families, friends, constituencies or even strangers, don’t be surprised if, somewhere down the road, people we meet take the same easy road rather than help us out of the rut.
In an organizational context, it means not only avoiding monstrous wickedness; it is actively doing what is value-driven and admirable. Since business corporations comprise a significant portion of the world’s largest economies, they have as much potential to improve or destroy lives, as do wars. Many socially responsible companies, however, realize that they should put some idealism back and become a force for positive change.
As Gandhi admonished, “Be the change that you want to see in the world.” His simple teaching has philosophical overtones. If we want a loving, compassionate milieu, then we must become loving and compassionate ourselves. We should make doing the right thing a way of life.
Doing the right thing should be part of our everyday lives. The following insights provide valuable help on how organizations and individuals can do it well and, thus, create a well of goodwill and great image.
- Bestow good fortune on others not for recognition or gain, but for the welfare of those we have helped. Expecting rewards or praise whenever we extend a hand to pull those who are in the dark into the light should be far from our mind. The value of the intangible awards we receive for doing what is good is more valuable than the tangibles. A company or a person can’t take a trophy to the grave, but corporate or personal reputation and a good deed performed will continue to live long after its existence.
- Protect our moral integrity.If we can help it, don’t turn away an opportunity to do good. Let’s do it, not just to win the respect of others, but more important, to gain our own self-respect.
- Avoid a false sense of altruism. Selfless service is a myth, because in serving others, we also serve ourselves. This is important to recognize, so we don’t fall into the trap of pretentious service to others’ needs and develop a faulty impression of generosity.
- Emphasize trustworthiness in our everyday activities. Engender the trust of our publics and fellowmen when making decisions in our everyday life. For when we trust others, they will trust us in return.
- Don’t cut off from the misery of others. We must allow our hearts to be broken open. As we let the pain in, we become a vehicle for transformation, and if we block the anguish, we prevent our own participation in the country’s attempt to heal itself.
- Set a good precedent. When we do the right thing, we inspire others to do the same. And if people see us doing the right thing, they will feel inspired to do likewise. The influence of our actions can tremendously impact the behavior of those around us. And as we work together, we must move from an “us-them” consciousness to a “we” mind-set.
- Inspiring trust. Companies seen doing the right thing benefit from their enhanced reputations, which are largely anchored on public or customer trust. As Davis Young, author of the book Building Your Company’s Good Name, states, “People do business with organizations they trust. Customers today are a fickle lot. On one hand, they demand that companies behave like good neighbors; and, on the other hand, they’re disillusioned and mistrustful of most business.”
As PR people, we need to manage our company’s good name or get ready to lose it.
In the past, it was enough to make a fairly decent product and market it, but not anymore. Today corporations must form relationships with various stakeholders based on confidence, and those that “do right and are right” will inspire trust, a fundamental motivator for customers.
Trust is a firm belief or conviction in the honesty, integrity and reliability of a company, which when compromised, can mean disaster. Most often, trust is what keeps the public by our side in the face of adversity. It can spell the difference between customers choosing our company over another, even if that competing company is really better.
Trust is earned by being accessible and responsive to our publics, and by sponsoring activities and getting identified with causes that resonate to their explicit, as well as implicit needs, wants and values. It can be demonstrated via a strong commitment to our “doing right” goals, put into operation by actively listening to what our publics are saying, and quickly responding to their expressed demands.
If our company is contributing to the promotion of something right, “do it, and do it consistently right.” We cannot deceive our customers and expect to gain their support. How we respond, or not respond to legitimate public concerns can elevate us to a “most admired” status or bring us down to a “most maligned” one. The principle of transparency, captured in the friendlier expression “Honesty is the best policy,” continues to be a relevant call.
PR Matters is a roundtable column by members of the local chapter of the UK-based International Public Relations Association (IPRA), the world’s premier organization for PR professionals around the world. Bong Osorio is the communications consultant and spokesperson of ABS-CBN Corp.
We are devoting a special column each month to answer the reader’s questions about public relations. Send your comments and questions to askipraphil@gmail.com.