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.