Doing the right thing is just the beginning
Positive impact matters. Making sure it is seen and understood matters more.
Communities, customers and stakeholders increasingly expect organisations to make a positive contribution to the world around them. Expectations are rising, and organisations are being judged as much on their actions as their words. Demonstrating the difference you make has become an important part of building and protecting your reputation.
It can also create opportunities. A strong social impact story can influence purchasing decisions, strengthen stakeholder relationships, attract new talent and give people another reason to choose, support or work with your organisation.
Social Impact PR helps organisations identify opportunities to create and drive positive social change. It often builds on work already being delivered as part of your wider communications strategy, finding new ways to engage with others, extend its reach and build recognition.
Impact comes in many forms
There is no single, or indeed ‘right’, way to make a positive social impact. Every organisation has different opportunities, skills and expertise it can draw on.
Creating jobs and apprenticeships, supporting local supply chains, reducing environmental impact, investing in communities or improving access to opportunities can all create lasting benefits for the communities you serve.
Social Impact PR identifies opportunities to create positive change in the communities you serve and showcase the work your organisation delivers.
Why social impact PR matters
Social impact increasingly shapes how organisations are seen, valued and judged. Customers, employees and other stakeholders expect businesses to look beyond profit and consider the contribution they make to society, their communities and the environment.
Making a positive contribution and communicating it effectively can strengthen reputation and credibility, build customer loyalty and help organisations demonstrate the values behind their actions.
Social impact can also have commercial benefits. Organisations bidding for public sector contracts are expected to demonstrate the wider social value they create as part of the procurement process. Building a strong track record of social impact can provide the evidence needed to demonstrate how your organisation delivers wider benefits to the communities it serves.
The benefits can be felt internally too. Employees who see their organisation making a positive contribution are more likely to feel connected to its ambitions and values, while a clear commitment to social impact can also help attract and retain talented people.
The butterfly effect
Making a positive social impact doesn’t always begin with a grand gesture. Small actions, individual decisions and simple ideas can sometimes make a difference that lasts for years.
A successful social impact initiative can achieve more than its original objective. Sharing what works can inspire others to take action, attract new partners and extend its impact far beyond its original intention – provided, of course, that you tell them!
Social Impact PR can help you build on that success, increasing the reach and long-term impact of the work you are already doing.
From launch to legacy
Social impact initiatives can take many forms, and the right approach will depend on your organisation, the communities you serve and what you want to achieve.
Cannon PR can help you identify opportunities, transform ideas into action and give you the recognition you deserve for the positive difference you make.
Social impact planning
Identifying opportunities and developing initiatives that align with your organisation’s goals and the needs of the communities you serve.
Partnership development
Building partnerships with businesses, community groups and other organisations to support shared goals and increase impact.
Showcasing success
Identifying newsworthy stories and securing media coverage that raises awareness of your organisation’s social impact.
Community initiatives
Developing and delivering initiatives that create positive change for the communities your organisation serves.
Employee involvement
Creating opportunities for employees to contribute through volunteering, fundraising and other activities that support your social impact goals.
Social Impact Reports
Creating annual reports that highlight your achievements and demonstrate the positive impact your organisation makes.
Social Impact PR is more than good intentions
Social impact needs to be more than something an organisation says about itself. The strongest initiatives are rooted in genuine action, reflect the values of the organisation and create tangible benefits for the communities and people you serve.
At Cannon PR, we believe that any form of Social Impact PR needs to be credible, relevant and backed by actions that stand up to scrutiny. It should never be entered into for the sake of a quick publicity stunt, or used to divert attention from a challenging situation your organisation may be facing.
The strongest social impact initiatives have a clear reason for existing. They respond to a genuine need, create meaningful benefits and are driven by a commitment to making a difference. Showcasing that work can extend its impact, raising awareness, encouraging participation and inspiring others to make a positive difference of their own.
Make a lasting impact
Organisations invest significant time, resources and energy in creating positive social impact. Making sure that work is seen and understood can help you achieve more from that investment.
Cannon PR will help you maximise the value of your social impact activities, raising awareness of the work you deliver, engaging the people you want to reach and helping your achievements gain the recognition they deserve.