My neighbors, Sam and Alex are addicted to their REEF sandals. They wear them year-round and have multiple pairs of them. Sam even sports a bumper sticker on the back of his truck to show his love for the brand.
After researching REEF Sandals, I found out that they have a program called Reef Redemption. This is their form of Corporate Social Responsibility. The Reef Redemption Program is categorized into three components: Product Series, Culture of Giving, and In House Efforts. All of these components are practiced in order to help the environment.
REEF has brought out new products that use recycled and organic materials in order to help the environment.
REEF also gives 1% of the sales of their new products to non-profit environmental foundations.
REEF employees have jumped on board and introduced environmentally savvy ways to reduce the use of energy and materials.
What’s interesting is that REEF has appointed 3 “Team Ambassadors” to help raise awareness of Reef Redemption. These ambassadors are well-known surfers that travel to surf in exotic locations and spread the word about making the environment a better place.
It makes sense that REEF has targeted environmental issues using CSR because their customers are ones that usually spend their time outside enjoying the environment.
Corporate Social Responsibility (CSR) is the way that organizations operate when they take into consideration their publics with the practices that they implement. A public relations practitioner’s role in corporate social responsibility is to make sure that the practices of the organization are well-communicated between the organization and its publics.
It is also a practitioner’s job to make sure that the communication between and organization and its publics is one that makes sense. For instance, part of Ben and Jerry’s mission statement is “To make, distribute and sell the finest quality all natural ice cream and euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.” It makes sense that they focus on the environment because that is where their products come from. They also donate money to children’s organizations… what child DOESN’T love ice cream!? It would not make sense if Ben and Jerry’s focused its practices on something that was not relatable to their corporation.
Another role that public relations practitioners in CSR play is making sure that publics not directly related to the company, take an interest in the company. For example, if Ben and Jerry’s donates money to a children’s charity, they should also donate free coupons for the children to have a scoop of ice cream. That way, parents who usually take their children to Bruster’s or Baskin Robbins may be more inclined to buy from Ben and Jerry’s.