Week 12b: Consumer and Investor Relations Corporate Social Responsibility  What is “good corporate citizenship”? Where is it (best) demonstrated?  How much is the right amount?  What / who determines how much?  Environmental, social, charitable, education, political  The role of ethics JPG, PUB475, Spring

Examples Ashland Oil  “Owned” the education category in the 1990s Patagonia (adventure wear) Ben and Jerry’s (ice cream) IBM (computers) JPG, PUB475, Spring

“Missions” and category ownership Targeted corporate giving  Concentrating on health, environment, education or more specific causes  Ties into broader PR program Logical connection to business  DuPont carpeted every Ronald McDonald House Must be separate from other marketing  Selling creates unappealing connection  Sleeze factor JPG, PUB475, Spring

Balance Short term vs long term Community vs. corporate responsibility  Corporate philanthropy  The emergence of lobbying  The importance of leadership Corporate participation vs employee participation Commitment to employees and customers vs commitment to shareholders JPG, PUB475, Spring

Corporate Financial Relations Investor Relations  Manages communication of all financial information to all appropriate publics Responsibilities:  Measuring opinions toward the company by all publics – analysts, shareholders, media  Recommending corporate strategy  Preparing financial literature  Writing financial news releases JPG, PUB475, Spring

Annual reports  Contents  Style  Tone Annual meetings JPG, PUB475, Spring

For next class: Read:  CCB – p  CJ – 9, 9.6 JPG, PUB475, Spring