Americans Aren't Finding Many Good Corporate Citizens

A majority of Americans consider corporate citizenship when making investment and purchasing decisions, but few companies get good marks, according to a survey sponsored by international PR firm Hill & Knowlton. Corporate philanthropy, a familiar standby for improving a corporation's image, may not always be effective. According to the survey's conclusions, "whether or not corporate citizenship has an effect on the bottom line, much of the public is likely to attribute a hidden profit motive to corporate social endeavors." Countering this "will involve developing a communications strategy that aligns a company's charitable endeavors with its existing corporate positioning and key messages."