Case study in ethical global pr

“Toms” is a shoe company. Whenever a customer buys a pair of their shoes they donate a pair to a child in need. They call this ‘one for one’. The company started up with the mission to help children in developing countries, not just to gain a profit.

This to me is an example of ethical PR on a global scale and CSR at its best. It is not just to a way to generate publicity which is often the perception of CSR initiatives – it’s also their business model.

‘Toms’ partners with humanitarian and non-profit organisations who are already established all over the world in countries such as Ethiopia, South Africa and Rwanda. They also help poor children in the USA and South America. These partners must match the following criteria:

• Repeat Giving – partners must be able to work with the same communities in multi-year commitments, regularly providing shoes to the same children as they grow.

• High Impact – shoes must aid Giving Partners with their existing goals in the areas of health and education, providing children with opportunities they would not otherwise have.

• Considerate of Local Economy – ensuring the donated shoes do not have negative socio-economic effects on the communities where shoes are given (for example, by harming the work of local cobblers).

• Large Volume Shipments – Giving Partners must be able to accept large shipments of giving pairs.

• Health/Education Focused – Giving Partners must only give shoes in conjunction with health and education effort.

This to me shows they only want to be associated with other ethical organisations and that they are addressing all cultural and language barriers by partnering with NGOs who are already established in these countries who know the customs, values and beliefs of the country.

Not only are ‘Toms’ socially responsible they also demonstrate transparency. They have all the press they have received available on their website. They have updated blog posts, pictures and video casts showing their work. This allows customers to see what was promised when they bought their shoes is actually happening, therefore encouraging a trusting relationship.

When researching ethical PR in general I came across some bloggers debating the following statement: “The only way to practise ethical PR is to work in the NGO or voluntary sector, all the rest is corporate propaganda or spin”.

Toms is a perfect example of a company which is not an NGO or in the voluntary sector yet which practises ethical PR worldwide. They are truthful, transparent and socially responsible.

In order to have ethical PR on a global scale it is important for an organisation to be truthful, transparent, accurate and socially responsible. It is also important to consider other factors such as culture, religion etc.

However, as public relations is not a recognised profession like medicine or the law, it is not compulsory for practitioners to sign up for or abide by the ethical guidelines put forward by professional bodies such as the CIPR and IPRA.

It is up to the individual practitioner or an organisation to incorporate these ethical guidelines into their communication objectives and tactics. For me personally, I hope to continue to live by these principles when I begin my career.

Will it take PR to be recognised as an actual profession before we will see more examples of ethical global PR?

After-reading tasks

1. Scan the text and complete the following sentences

1. Public Relations has a bad reputation when…

2. Corporate social responsibility (CSR) or sustainability is now a specialist area of…

3. CSR has now become an aspect of PR that…

4. What may be considered unethical behaviour in a Western European country may be…

5. ‘Toms’ partners with…

6. Not only are ‘Toms’ socially responsible they also

7. Toms is a perfect example of a company which is not an NGO or in the voluntary sector yet which…

8. In order to have ethical PR on a global scale it is important for an organisation to be…

9. It is up to the individual practitioner or an organisation to…

1. Discuss these questions in pairs

1. Why are PR practitioners often thought to be liars, manipulators and spin-doctors?

2. What should PR practitioners do to meet the growing expectations and needs of stakeholders?

3. What can help build and maintain an organisation-stakeholder relationship?

4. What do you understand by a centralised approach?

5. What can cause a communications crisis, brand confusion, loss of trust and credibility for an organisation or a brand?

6. What do you think ethical PR on a global scale is?

7. What is Toms? Does it donate shoes to gain a profit and generate publicity?

8. What are NGOs and how can they help in ethical PR?

9. What factors should be taken into consideration to have ethical PR on a global scale?

10. Is it compulsory for practitioners to sign up for or abide by the ethical guidelines put forward by professional bodies such as the CIPR and IPRA? Why?

1. Give definitions of these words and illustrate their meaning in the sentences of your own

1. Sustainability

2. Perceive

3. Ultimately

4. Acceptable

5. Unethical

6. Credibility

7. Memorable

8. Establish

9. Transparency

1. Find words or phrases in the article which mean:

1. constant , continual (damage)

2. bring about (bad publicity)

3. unforgettable (brands)

4. help

5. supply (children with opportunities)

6. a shoemaker

7. cargo, freight

8. union

9. obstruction (cultural and language)

1. Read the article carefully and complete the following sentences in your own words, with one and three words

1. PR is an …….. global profession.

2. What may be considered ……. in a Western European country may be viewed as …….. in parts of the developing world.

3. You should consider language differences when ……. a global campaign.

4. These partners must …… some criteria.

5. This allows customers to see what was promised when they bought their shoes is actually happening, therefore …….. relationship.

6. The only way to practise ethical PR is to work in the NGO or voluntary sector, all the rest is corporate ……. .

7. Will it take PR to be recognised as an ……… before we will see more examples of ethical global PR?

Speaking

1. Discuss with your partner different cases of ethical PR. Find the best one. Give reasons.

2. Speak on the topic:”Ethical PR on a global scale”.

Unit 6