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Looking good, not greedy

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Financial firms could have avoided some public backlash if they’d done some early PR, says Adam Hanft, CEO of the marketing firm Hanft Raboy.

Avoid a “greedy” image:

Create a board seat to represent consumers, bringing transparency to the boardroom. It might work like this: First announce the initiative and ask consumer-advocacy groups for nominations. Have shareholders vote online, in a completely visible process.

Make your philanthropy come alive. Contributing to worthy groups? Get the word out. Ensure your charity efforts reach street-level needs, and that philanthropy isn’t mostly about networking.

— Adapted from “How Bankers Screwed Up Their PR,” Adam Hanft, Daily Beast.

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