Earlier this week I joined the Greater Boston Givers Group for a panel discussion (with Bianca Olson of Houghton Mifflin Harcourt, Leah Johnson of Aetna, Paul Burton of WBZ-TV and moderator Briana Curran of Wells Fargo) on how corporate philanthropists can communicate their good work.
A few themes emerged throughout the event. First, almost everyone struggles with securing news coverage of their philanthropic gifts. That’s not a surprise: good news is often not news and at a time when the media is overwhelmed with covering serious issues, corporate generosity does not often make the cut. The other challenges include:
Here are some ways the experts in the room find workarounds to these issues:
Repeat. Just because you did everything above once, does not mean your audiences absorbed the information. Keep spreading the news, varying the messaging over time with different photos, video clips or social content. “Employing a campaign approach is important for effective internal communication,” Johnson said. Eventually, they’ll get the message.