Corporate Social Responsibility (CSR) often plays it safe with the standard photo op: the familiar ‘we did our part’ money handover, executives smiling for the camera as they donate funds to a community project. Kgotsofalang Mashilo, account director at Tribeca Public Relations, says the public wants more than a monetary gesture. They want to see the people impacted, the story behind the donation.
They look for authenticity and, above all, sustained commitment. In an age where attention is scarce, time and trust are the real currency. This is where PR can help CSR go beyond the monetary donation by uncovering the human-centred stories of real change. But here’s the catch: even the most creative campaign will fall flat if people don’t believe it. Belief rests on trust. And trust can’t be claimed, it has to be earned.
Trust. I’ve used the word three times for a reason. It represents the three major CSR missteps that shook five global brands in the past decade. Each shows how quickly public sentiment can sink or strengthen a bottom line. And like in Survivor, when trust is broken, the tribe speaks, and your light goes out.
Three Brands, One Common Thread: The Loss Of Trust
– In 2015, Volkswagen marketed its diesel cars as eco-friendly but was exposed for cheating emissions tests. The fallout was severe: more than $30 billion in fines and a 30% plunge in its share price.
– In 2010, Nestlé pledged zero deforestation by 2020. Reports soon showed the target had been missed, sparking accusations of greenwashing.
– In 2017, Pepsi aired an advert meant to align with youth protest movements. It was widely criticised for trivialising real social issues and quickly pulled.
All three set out to demonstrate responsibility, but each failed. Not because the stories were poorly told, but because the action behind them lacked credibility.
Outlasting The Vote
The role of PR here is not just storytelling, it’s trust-building. Trust is the only immunity that lasts.
This shift allows communicators to help clients build programmes that genuinely change lives, then tell those stories with honesty, transparency and heart. Done well, this connects audiences to real change and holds brands accountable for their claims.
A Few Questions Worth Asking From The Start:
– Are we making a real impact or just handing over the money?
– Are our words backed by measurable action?
– Would our beneficiaries tell the same story we tell about ourselves?
This is how PR can turn CSR from a once-off gesture into a platform for ongoing engagement, dialogue and credibility.
So, next time you’re working on a CSR campaign, remember: great PR isn’t about the clickbait headline. It’s about helping organisations do the work first and then telling the story authentically.
And as every Survivor fan knows, when trust is lost, the tribe will speak, and your torch will be snuffed out.
TRIBECA
www.tribecapr.co.za
