Public marketing double-edged sword

 Business Review point of view a:
public marketing double-edged sword
text / Puritan
in more and more companies interested in public service marketing, in order to shoulder their social responsibility, a Chinese company to the beginning of maturity.
But some companies started in quake relief in the public market behavior are not as highly respected, popular, and often accused of dehumanizing, The condemnation by the public. Looking back in the earthquake relief, Branch, condemned Wang, and Vanke Wang crisis with strong public relations front in the last pale.
to fulfill their social responsibility in many companies often embark on a misunderstanding, that is speculation on the social responsibility of enterprises Jikun donate or distress must be social as a news event to hype, to enhance corporate brand image, or you do not known contributions or donations, is futile to look no value. This is often easily lead to speculation if one day you over, can not or do less, you challenge the expectations of public opinion, often forming a bad impression in the public mind, very easily lead to a crisis of confidence.
enterprises to solve social employment, tax law,UGG boots clearance, to provide valuable community products or services, environmental protection, which is the most basic social responsibility and sustainable development of enterprises to survive and the fundamental. included corporate social responsibility is very broad content, product safety, environmental protection, public safety, taxation, public belong to the scope of business. We must recognize that economic integration and social transformation in the new situation of corporate citizenship is undergoing profound changes, if limited to corporate responsibility before more traditional levels, then with social change and in today's depth development of economic reform, with the rise of public opinion and civil rights awareness rational recovery, corporate social responsibility is now also undergoing profound changes will follow, as a business we must have foresight to recognize this change in social responsibility efforts to adapt the same time, close to the real public opinion, to win more respect and build brand affinity, rather than contempt for the public and consumers.
business as more than just an economic entity, a development in the human economy the value chain, there is another important corporate identity is the citizens. Corporate social responsibility is the integration of business operations and values to reflect the interests of all stakeholders, including customers, employees, investors, communities and the environment. enterprises in addition to shoulder responsibility of the basic economic profits, but also bear legal responsibility and moral responsibility. enterprises to create employment opportunities, pay taxes to the state by chapter, donated public behavior is just part of corporate responsibility, but it does not become a measure of corporate social responsibility the only standard.
enterprises in charitable donations to fulfill their social responsibility, but should be based on their own social identity based on citizenship, do your best, if simply using charitable donations to fame or to engage in charitable donations Zhigu affect the normal business operation and growth, beyond the capacity of enterprises, enterprises will be placed in the vortex of non-rational comparisons donation, then this is not a legitimate way to fulfill their social responsibilities, and does not give a positive impact on society, the opposite may play with fire, endangering the life of the brand.
as the public, we should not simply that the corporate social responsibility is whether the public interest, charitable contributions is only a form of corporate social returns. We have the right to judge corporate responsibility, but can not make rash accusations of love the amount or form of donation, because any kind, sincere, charitable donations from the heart of corporate social responsibility are the most glorious feat of human nature, it is worth understanding the whole of society, moving, respectful.
human disaster Guanghua moments before the release of brilliant, and we do not want to release it like fireworks and then sink into the black as lonely moment. also the responsibility of a business not the first time the donation, nor is the number of donors to donate more small game, but a continuous responsibility, and are constantly changing. But the sword public marketing, companies must weigh the sides of a deep and sustained the reputation of the company's brand influence, otherwise the consequences can be imagined.
Business Review view II:
Disaster Relief Donation: not so much to pay, as it is harvested
text / Qin Shao Fei
disaster to make everyone feel that they seem to live in a different world on the. in such a disaster, no one felt obliged to do something. affecting the people of China because of this relief, because the performance of the humanitarian disaster in the light, courage and perseverance to win the respect of the world.
kindness inspire the whole society after the performance, people very moving. However, in disaster relief donation activities, but also mixed with some taste of things changed.
first funded companies and sponsors of mind, for the victims, but took the opportunity to blog publicity. I used the show their list, psychological stress for many enterprises, donate donate a small business community appears to be the true degree of return test. The list daily updated constantly changing, and obviously concerned about the donor to stimulate the people's attention. Who Who is little more than , who is on the who, the who is the former who, after all into focus. As everyone knows, if the donor as If the re-doping media list selfishness, then, as a disaster in front of you is difficult to maintain a normal,UGG boots, which also have nothing to blame, but for some sense of balance is terrible accusation of themselves a moral shape of Wang selfless saint is not bad, but can not be saints of the ethical guidelines set for all must adhere to the bottom line. This is often not lead to better results, but even worse the hypocrisy and repression.
we need to clarify a few important differences: First, social responsibility is not charity. in the earthquake disaster, we see a lot of corporate donations, that is their social responsibility. enterprises to take corresponding social responsibility, is a bottom line of business survival. But we must put this Cishan social responsibility with distinction. foreign entrepreneurs to use the donation of the main contributions Tong Mainland significantly different, when they announced the level of contributions is to be clearly Foundation (founded by entrepreneurs launch, assets, personal assets with the entrepreneur separate charitable funds) in the name, personal name, or the name of the enterprise. If the first two to a charitable cause. and most of mainland companies are announced contributions of a company, we understand some of the company is contributions and employee contributions into one number announced. aside employee contributions, company contributions are to fulfill their social responsibilities, is intended to establish a good social image, the return can be considered,UGGs, but this article does not claim that they too value the return; and charity is the moral requirements of self, can not consider the interests of the return, otherwise it is hypocrisy. (By the way, Wang Internet users in order to pacify the turbulent emotions, the best way not to serve as public donations on behalf of the company's Vanke, and is the name of the individual contributions.)
Second, relief can not take the opportunity to speculation in good faith. For those who are mainly directed at the advertising effect to become famous and to support relief and reconstruction of enterprises, we should ask: In the market economy environment, Enterprises are interest groups, but in this large disaster, Can temporarily abandon market principles it?
Third, donors should not be a robbery, not a hatred of the rich,UGG shoes, but should be grateful. Disaster Relief Donations should be is voluntary. no matter how small or large businesses, individuals regardless of much or how little, this time we want is a sincere, caring one point. For each of our donors, we provide material to help people in disaster areas is can measure, but the people in disaster stricken areas tenacity of our motivation is immeasurable. We donation earthquake, not so much to pay, as it is harvested.
(author is a senior financial journalist)  Source: China Times, June 2008
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