Supporting good causes is big business. Corporate community investment (CCI) is the general term for companies' support of good causes, and is a very fast growing area of PR and marketing. Companies aim to link themselves and their products to good causes, in an effort to win customer loyalty, affection and trust - and ultimately enhance reputation and profitability. Although aiming to arrive at the same destination, each company approaches the CCI issue very differently. This briefing will help you find which way is best for yours. Packed with case studies and practical guidance, this briefing explains how you can get the most from CCI. It is essential reading if you are planning or running campaigns, which involve a good, cause or which have a community element.
The briefing will help you: make the most of this area of company investment to enhance competitive differentiation; apply CCI initiatives effectively with practical models and case studies for best practice; understand the viewpoints of charities and Government to help align your business needs; gain valuable first-hand experience from in-depth discussions with major corporations, leading charities and advisors in the field. This book is intended for: PR directors and managers; PR consultants; marketing directors and managers; public affairs directors; corporate affairs directors and managers; fund raisers from charities; government policy makers; personnel directors and managers; and advertising executives.
- ISBN13 9781854181923
- Publish Date 30 June 1999
- Publish Status Out of Print
- Out of Print 23 September 2011
- Publish Country GB
- Imprint Thorogood
- Format Paperback
- Pages 104
- Language English