Mutualism in Public Relations

Public Relations is no longer the red-headed step-child of marketing. Who do you believe more? A television ad… or a glowing customer review on the internet, or possibly a news anchor who gives you information in a non-biased format?

Public relations outreach has powerful appeal in a world where over-saturation and consumer cynicism have destroyed the believability of traditional advertising. Influence is now largely held in grassroots efforts, media messages, creative partnerships and viral buzz. The mass economy of a few decades ago has been replaced by a ‘customer economy’ which calls for person-to-person communications built on trust. PR plays a very unique role in shaping brand perception and leveraging the new economy to boost sales, plus it allows you to use 3rd party endorsement and human interest to give your products and services a distinct edge.

Our public relations services always focus on mutually beneficial relationships, and that is what gives our firm credibility and our clients a distinct edge. Mutualism comes into play in how we pitch stories as well. Journalists, producers and editors are all looking for content that will boost their market appeal and resonate with their target audience (hint: their goal is not to market your company for free!). Mutualism also matters in helping clients build a creative hook into their PR angle to begin with. We help build relationships between non-profits and for-profits, leverage corporate philanthropy to boost exposure, and market the good works that a business does behind the scenes to increase revenues and generate loyalty.

Relationship building in the practice of public relations is crucial to building an effective and consistent campaign. One of the earliest and most powerful statements on this topic was made by John W. Hill, founder of Hill & Knowlton. He said:

"When we look at the work of corporate enterprise, we may properly say that
every corporation has public relations. It has them whether management is
interested in the ways of public opinion or not. It has them because the corporation
deals with employees, stockholders, customers, neighbors, government
functionaries, and many others—with all of whom it has many relationships.
The corporation thus is constantly involved in public relations, even if
management gives them no special thought or concern or guidance. . . .
But when a management decides to guard, improve, or develop this asset,
“public relations” becomes the label for a function. Here the term that took
a plural verb becomes singular, so that now we say: “Public relations is a
function of top management in every well-managed corporation.”"

When your PR focus shifts from an advertising bent to wanting to inform, educate, assist and provide value for both consumers and professional allies, you'll see a marked change in how the public perceives you. And it has to be authentic - not a con! I consider PR to be TRUTH - and we always encourage clients to become the ‘spin’ they want to see in print and on the airwaves. It's important to practice what you preach and back up your rhetoric with action or you'll lose all credibility with Joe Consumer quickly.

By understanding the power of mutually beneficial relationships, you can earn credibility as opposed to buying it by inspiring, amazing and solving problems for consumers in ways that boost free press and encourage word of mouth buzz. Plus, you'll be benefiting strong partner organizations and making the world a better place at the same time!

With mutualism in PR - everybody wins.

72% of Americans Want to Work for Companies that Support Charitable Causes

According to a new survey on corporate community involvement released by Deloitte USA LLP, 72 percent of employed Americans would choose to work for a company that supports charitable causes when deciding between two jobs with the same location, responsibilities, pay and benefits. The response rate climbs to 87 percent for employed students over the age of 18.

“The market for talent is competitive and a company’s commitment to communities is a decision factor for many Americans,” said James H. Quigley, CEO of Deloitte USA LLP. “We have found both statistically and anecdotally, that people want to work for an organization that lives its values and gives them a reason to feel proud.”

Other Key Survey Findings:

• Ninety-two percent of Americans think that it is important for companies to make charitable contributions or donate products and/or services to nonprofit organizations in the community

• Eighty-seven percent of Americans believe it is important for companies to offer volunteer opportunities to its employees

• Seventy-three percent say that workplace volunteer opportunities help companies contribute to the well being of communities

• Sixty-one percent think that they help to communicate a company’s values

• Fifty-eight percent believe that workplace volunteer opportunities improve morale

“The survey results confirm that people think corporate America has a responsibility to its communities and that employees appreciate the opportunity to contribute together,” said Anne Rouse Sudduth, Deloitte’s national director of community involvement.

Many leading companies agree that commitment to the community is a business imperative. Corporate community involvement initiatives, such as workplace volunteerism, are integral to creating a workplace where employees feel they can connect with one another.

“Community Involvement and workplace volunteerism are important to the development and growth of our people, and are unique ways we can enhance their work experience at Deloitte,” added Quigley.


Harris Interactive® fielded Deloitte’s corporate community involvement survey interviewing a nationwide sample of 2,169 U.S. adults (18+), of whom 1,328 are employed. The survey has a margin of error of +/- 4 percent. Additional survey results are available upon request.