Hell of a good story if ever I've heard one!
South Africa has moved beyond the phase of transition. We are now in the era of development. And CSI is the story. A story which should be reflected in the pages of every national newspaper and on every television and radio news broadcast. Good works should be exposed to public scrutiny just as much as crime, corruption, violence and poor governance.
By reporting CSI initiatives and building a 'passion brand' companies will be offering South Africans what has so long been denied them in the mainstream media - perspective.
Furthermore, by linking corporate identity to a good cause, a business can only strengthen brand loyalty. This 'passion brand' building gives a business a relevant and material return on social investment, encouraging further CSI investment.
I agree with Sarah Campbell in "Bragging or Boosting" (Bizcommunity: 21 February 2006), that communicators need to become more involved with CSR.
