Fresh Thinking Published September - October 2007 Google helps non-profits with maps Google Inc. launched an interesting CSR initiative recently to help charities and other non-profit groups use maps to raise awareness, encourage donations and recruit volunteers. The Google Earth Outreach program http://earth.google.com/outreach represents a formalisation of ad-hoc partnerships with organisations using the free software to publicise their works. Non-profits are "trying to tell a story and trying to move people emotionally," said Rebecca Moore, manager of Google Earth Outreach. "They are trying to inspire action, advocate on behalf of a cause and drive people to, for example, make donations, sign a petition or lobby your congressional representative.  They have somewhat unique needs. Therefore we have focused on helping them understand how to do these things." You can see examples of how companies are using Google maps at: http://earth.google.com/outreach/showcase.html Interested in CSR? view our article on Sustainability Reporting this issue. Pet promotion MARS PETCARE U.S.  not only sponsored this year’s "Take Your Dog to Work Day," it offered to drive the canines there! On June 22, as part of Pet Sitters International's (PSI) effort, Mars operated shuttles to and from two stops in midtown Manhattan during the rush hours. The shuttles were sponsored, by Mars' Pedigree Jumbone brand. Dog owners could reserve a seat by calling or e-mailing Weber Shandwick, the PR agency behind the effort. The goals of Mars' effort was "to reinforce what research has shown; having pets in the workplace reduces stress, improves morale, increases productivity and enhances feelings of well-being." Mars U.S. is the United States food, snack and pet care operations of Mars, Incorporated, one of the world's leading food manufacturers, with more than $7 billion in annual sales in the U.S. (Source: Media Post June 11, 2007) Life Imitates Art   7-Eleven in the US this year turned a dozen stores into Kwik-E-Marts, the fictional convenience store of "The Simpsons" fame. Those stores and most of the 6,000-plus other 7-Elevens in North America sold items that had previously existed only on television: Buzz Cola, KrustyO's cereal and Squishees, the slushy drink knockoff of 7-Eleven's Slurpees, the AP reports. It was part of a campaign to hype the July 27 opening of "The Simpsons Movie," the big-screen debut for the long-running television cartoon.  For 20th Century Fox and Homer's creators at Gracie Films, the stunt was a cheap way to call attention to their movie, since 7-Eleven is bearing all the costs. 7-Eleven were hoping to show the ubiquitous chain has a trait seen in few corporations—the ability to laugh at themselves. (Bulldog Reporter, July 2007) Health service uses blog to gain community insights The Department of Health and Human Services (HHS) in Washington used the time leading up to a Washington, DC summit on pandemic influenza (often referred to as Bird Flu) to have an open discussion in the blogosphere. The HHS opened the blog, http://blog.pandemicflu.gov/, to a number of leaders and used the online debate to gain momentum coming out of the summit. The blog launched on May 22 and ran till June 24.  (Source: PR Week, June 7, 2007) View our previous article on Pandemic Flu Communications  Travelling Green Years ago hotels simply asked guests to reuse their towels but today they are now initiating a range of green programs  because their guests are demanding them. “Environmental issues are amongst the hottest issues within the travel industry right now,” said Bill Connors, the executive director of the US National Business Travel Association. There are currently two green certified hotels  in the United States — a Marriott in Maryland and a Hilton in Washington — and several more are on the way. “At least three-quarters of the projects that have registered are in the last year or two,” Mr. Zahniser  said. “It’s a great branding claim, and it helps them differentiate themselves,” said Danny Seo, who described himself as an environmental lifestyle expert. (Source: New York Times, June 26, 2007) For further information on 'green marketing' view our previous article on Environmental PR Interested in fresh ideas? Network PR the publisher of PR Influences has the unique blend of experience and innovation. Contact Network PR the online pr specialists to find out more.

PR Influences: Fresh Thinking the best of pr and marketing by Sydney based Network PR the online pr and social media experts