In academics, we are trained to “operationalize,” or define in measurable terms, concepts that we study, much as PR practitioners strive to define and measure a client’s return on investment (ROI). After my most recent visit to Widmeyer Communications, where I met with various account teams to learn of their work, successes and challenges, I began thinking about the concept, power and ROI of partnerships.
The word “partnership” is defined generally by Random House as an “association” or “joint interest.” However, the American Heritage Dictionary relays a more specific and meaningful definition: “a relationship between individuals or groups that is characterized by mutual cooperation and responsibility.”
By its very existence, my position as Widmeyer Professor in Public Relations creates an association between the Widmeyer family, Widmeyer Communications and the West Virginia University P. I. Reed School of Journalism, where I teach. The money provided to endow the position affords research and professional development opportunities that otherwise would not be possible, and thus contributes to new knowledge and classroom enhancement.
Although monetary donations or sponsorships are welcomed in nearly any societal pursuit, they alone do not constitute substantive partnerships that offer intrinsic ROI. Instead, it is the relationship centered on mutual cooperation and sense of responsibility to effect positive change—not merely a joint association or interest—that make partnerships truly meaningful and robust. Such is also the case with authentic corporate social responsibility (CSR) activities.
My time at and exchange with staff and management at Widmeyer Communications exemplifies meaningful partnership and authentic CSR. The firm lives its dedication to education by putting its “money where its mouth is” and “walking the talk” to maintain meaningful support of and dialogue with our school. In doing so, they are living the principles they espouse and serving as national leaders who are actively working to bridge the gap between academe and the rapidly changing communications environment.
Of course, nearly all industries have been affected by the technological changes of the last decade or so. As a result, we’re blessed that our youth have so many nuanced professional opportunities they may pursue; yet most students have limited knowledge or understanding of their myriad options. I’ve found this to be true even in pubic relations, let alone in more obscure applications of math, science, economics or the trades.
Imagine if everyone who has donated time for his or her child’s elementary school Career Day would extend that largesse to help develop meaningful partnerships between their workplaces and other appropriate educational institutions, whether at the local high school, vocational-technical program, community college or university. Allowing students to hear specifics about various trades and professions and discussing how they might contribute to them, developing workplace shadowing or visitation programs, establishing short-term internships, volunteering to speak to classes, offering to serve on educational advisory committees or inviting teachers inside the organization—as Widmeyer does—to relay the latest challenges and best practices are all ways that individuals might demonstrate the mutual cooperation and responsibility for educating, mentoring and engaging the next generation.
Now imagine the impact of meaningful corporate partnerships—of mutual cooperation and responsibility—in areas beyond education: in public health, economic development, the environment and arts. There are examples to follow: Boston College’s Center for Corporate Citizenship lists Standards of Excellence in Corporate Community Involvement, along with case studies, supporting research and measurement processes. The latest standards and their rationale are discussed in an April 2009 center blog posting.
Such reflective and meaningful partnerships, like that of the Widmeyer Professorship, not only provide easily measured, or operationalized, benefits, but they also reap immeasurable rewards and lasting relationships far into the future. And, at its core, that’s what public relations is all about.
Tags: Colleges and Universities, Corporate social responsibility, Dr. Diana Martinelli, West Virginia University P. I. Reed School of Journalism, Widmeyer Communications, Widmeyer Professor in Public Relations
