Society is something we all build together—individuals, businesses, and private and public organizations. We all have a responsibility to get involved in creating the kind of society we want, and there is no conflict between running a business and contributing to society. On the contrary, we believe that everyone has a role to play and a contribution to make to society. It’s just a matter of finding them, and, once you’ve found your role and your contribution, making the very best of them.

And when you do good things, you can talk about them as part of your public relations efforts. Highlight the specific actions the company is taking to contribute to society. This can range from supporting local organizations to participating in larger community initiatives. Share this information through the company’s own channels, such as its website, newsletters, and social media. Showcase the positive impact and commitment of employees.

Surveys show that as many as 75 percent of employees want to work for companies that are actively involved in social issues. At Four PR, we encourage our employees to contribute through their own involvement in civil society. We do this through our “ideella timmen” initiative, which has led to a high level of engagement in organizations such as the Ankar Foundation, Hjärnkoll, Mamma till Mamma, KIF Örebro, Scouterna, and Stockholm Pride. It has strengthened both our employees and us as a workplace. It fosters loyalty and motivation within the company, helps create an attractive workplace for future talent, and the positive impact spreads like ripples on water, ultimately benefiting the company in the form of increased productivity, engagement, and positive PR.

The most important thing is to make civic engagement something genuine and integral. Don’t just look for an initiative to throw some money at just to check something off a list. Instead, look for ways in which your business, at its core, contributes to society. Also, identify the areas of engagement that already exist within your organization and among your employees, and consider what you can do to maximize the impact of that engagement and achieve the greatest possible leverage.

In this way, your company, your employees, and society as a whole will all benefit more, even though your effort will likely be less. Because, just like in all PR and communication, here’s the thing: It’s cheaper and more effective if you do it right from the start.

Would you like to start getting your company involved in the community while also reaping the PR benefits? Here are three simple steps to get started:

Take a look at your business, service, or product and identify how it helps build society.
Engage employees through initiatives such as volunteer work or mentoring.
Share your commitment on your own channels or in local media to inspire others.