Should charity be done with cameras around?

 

We as PR Professionals have been accused of making corporates do everything for show off and no real motive, especially in the case of CSR. Corporate Social Responsibility was bought as law in 2014. India’s CSR law says that a company of a certain turnover and profitability should spend 2 % of its average profit into the areas that look for development.  A lot of corporates were giving back to the society before even that law came up. A lot even give away way more than the minimum. The conglomerates have foundation that serves the society. They spend a lot more than the minimum. The idea is to give back to the society, to impact lives and change future. It isn’t limited to external only. The job of the internal employees matters as well.

When CSR activity is done, all the corporates and organisations have cameras, the company heads coming in for tiny things, press if possible, and multiple videos and images taken. The question that arises is that should one do charity with cameras on? Camera is used to spread the work done using video or audio through the media available. It seems that it is done only for publicity, but that isn’t the case. The people are benefitted from it in huge numbers. The primary goal of a business is to make money. It can be done by offering products or services to the target audience. If the same audience does not know that the business works for the general issues, he would not have a good reputation of the brand. The goal is to just convey to them the good act or thing that have done by the brand. It is to make sure that the reputation built is carried and another feather is added to the hat of the organisation. When individuals post selfies with one person for everything, their idea is pretty the same. Brands also want to convey to the world their doings. It might add to the ideas of some other corporates to work on that specific aspect as well. It will also open our doors for suggestions and improvements, in the specific area, or work in other areas that the stakeholder feels is important.

Our job as PR professionals is to facilitate the media to know the event in detail and any other aspect related to it. We would want the world to know the positive and good work of the brand (our client) is doing. If someone gets a good grade, he is awarded and the good work is shown out in the world. If someone makes distinguish service to society, she/he is awarded with as high as Padma awards! The world should be full be of positivity, and we as PR professionals make sure we do that. Yes, we do it selectively for our clients, but that is essentially our job. We advise only to people who seek consultation. I believe that there is no harm in that and promoting it isn’t unethical as it is truth, that is being sent out to all our stakeholders and potential clients.