The Bible says it and the experience of marketing mavens confirms it:
give and ye shall receive. The public cherishes companies known to help the public, especially when companies protect our health, money and peace of mind. How much benefit a company gets depends on how well the company does this, so Cone and its clients thrive.
Cone, the leading consultant in Corporate Social Responsibility, may do what few in PR even try to do: help save millions of lives and thereby win for a company worldwide gratitude from doctors, legislators and the general public.
Even at the greatest health-advancement teams like Memorial Sloan-Kettering Cancer Center, more advances could be made if more corporate support were made available. Top MSKCC doctors can rattle off projects where success is close but support is needed.
All over our country successful surgeons are hugged and kissed by
family members after operations, often with tears of gratitude, and Cone clients get public osculation that's more moderate but also more remunerative. No one is immune from disease and death, so literally everyone has good reason to feel damn near love for companies that protect our lives with research money, health advice and advocacy of public policy positions that protect us.
Aside from Fleishman's people, and Carol Cone at Edelman also surely has a great CSR team--backed by Edelman's top armies in research, healthcare writing, online public motivation, major media success at top levels and Washington power--few in PR have the good fortune to
go to bed at night knowing they are protecting the health of the world's six billion people.
It's what PR can do and is increasingly doing.