Giving back to the society

Corporate social responsibly is one of the activities that companies can use to build its reputation and differentiate its self from other companies. Before community developments goals were always seen as philanthropic actions but today the approach it’s different. According to Lee and Kotler (2005) “Corporate social responsibility is a commitment to improve community wellbeing through discretionary business practices and contributions of corporate recourses”. These in a sense that companies voluntarily choose to commit to adopt new business practices, contribute to the community either monetary or non-monetary. At Pixarus communications the company is committed to giving back to the community; to date they offer emerging, independent artist free publicity.

Every year few deserving candidates are chosen to be recipients of the free publicity assistance. Though the selection process gets tough each year, the company has come to realize that there is talent in Malaysia, even though the people do not seems to appreciate this talent. This year’s beneficiary was a Ballet group, which performed the Don Quixote, which was held from the 15 to 17 January in Istana Badaya. I had the opportunity to see international stars perform live.

I was tasked with inviting media to the event; send media invites and handling media tickets. From the launch of the event I was tasked with media monitoring for the client and finally after the performance days. I wrote a PR report for the client which incorporated everything the consultancy did for the client, media clippings, media releases, speech, media invites and PR value.