Guest Blogger: When it comes to impact – size doesn’t matter

Pamela Cox-Nulman, APR, CPRC,  guest blogger

“Never doubt that a small group of thoughtful, committed citizens can change the world.  Indeed, it is the only thing that ever has.” – Margaret Mead

It is easy to be left with the impression that only large businesses with seemingly bottomless resources in terms of donations and employees can make a substantial impact when it comes to making a difference. 

Yet nothing could be further from the truth.  With nearly 99% of American businesses defined as “small  businesses” or those having fewer than 500 employees, it is the collective efforts of these small businesses driving much needed changed and positively affecting the lives of millions in communities across the U.S. and throughout the world.

A simple five step plan can help small businesses define a long-term corporate social responsibility or community relations strategy.

Step 1:  Follow your passion

Most businesses began with passion.  In simple terms, founders generally followed their heart and interests in a certain area and were able to take that passion and interest and create a business.  This is especially true with small businesses.  The community relations strategy of a business should mirror that passion and be aligned with the interests and resources of the business in terms of product(s) and/or service(s) offered, as well as issues that currently impact the business or may in the future. 

Mark Loren is a nationally-known jeweler, recognized for his artistic creations that have “wowed” the industry for years and earned him critical acclaim.  Working with a small team of artisans out of his gallery in Fort Myers, Florida, Mark was recently recognized as the Small Business Philanthropist of the Year.  “With success comes responsibility,” says Loren.   A man of action, Loren has spent the past two decades giving back to the community by serving on local boards, donating one-of-a-kind pieces of jewelry for fundraisers and supporting local organizations focused on improving the lives of women and children.  From donating 100 special “Mom” necklaces on Mother’s Day, to celebrating his 25th  anniversary by creating 25 custom pieces and then hiding them throughout Southwest Florida for the lucky “finder” to keep, Mark Loren has turned his passion for creating beautiful jewelry into building a strong community for all women and children.

Step 2:  Engage employees

Regardless of the size of your business, your employees are valuable ambassadors and guardians of your company’s reputation.  Involve employees in making decisions about organizations to support and encourage their involvement in volunteer activities.   Launched in 2007 in the midst of the financial meltdown, Finemark National Bank & Trust stands out as a case study in how to incorporate corporate social responsibility as a core belief and business imperative.  From the beginning, Bank President Joe Catti has emphasized community engagement as a cornerstone of success.  Catti himself serves in numerous leadership roles throughout the community and encourages all employees to do the same.  The bank also directs all charitable requests to an employee committee that makes decisions on corporate contributions, sponsorships and team volunteer projects. 

Step 3:  Harness your resources

It’s not just about money.  Every business has unique resources to bring to the table in addition to, or in lieu of, financial donations.  HSA Scientists and Engineers, a small engineering firm in Southwest Florida has taken a leadership role in driving awareness about the critical need to cultivate engineers and encourage students to study math and science.  From scholarship support, to donating engineering services and contributing to a statewide initiative to establish Florida as a model of excellence in K-12 engineering education, HSA dedicates its diverse resources and specialized skills of its employees to encourage future engineers and help support math and science programs throughout the community.

Step 4:  Share your story

… with customers, employees, media and other stakeholders.  Too many businesses still have an issue with “touting” their own horn, but in this day and age businesses have to get over it.  An organization’s brand and reputation are driven by the collective response of its stakeholders to the company’s product(s) and/or service(s).  You may not be comfortable talking about your business, but you can bet someone else is – both the positive and the negative.   Today it has never been easier to share your story and engage the organizations you support thanks to step No. 5….

Step 5:  Embrace Social Media

The rise of social media has ushered in a new era of community engagement.  Utilizing social media tools such as blogs, Facebook, Twitter, Ning and a host of other social networking sites, businesses can engage in real-time conversations with their stakeholders.  Social media allows the sharing of information, two-way communication and the opportunity to tell your story; plus, social media allow others to share your story as well.  There are many ways to engage social media to expand your community relations impact as a business, but that’s for another blog.

Pamela Cox-Nulman, APR, CPRC, has over 20 years experience in Public Relations having worked for Motorola, WCI Communities and CIGNA Healthplan.  Today, she is president of Nulman PR & Marketing, an award winning boutique communications firm in Southwest Florida serving clients in the nonprofit, healthcare, corporate and legal sectors.