In the movie Hancock, Jason Bateman, who plays a public relations officer humbly declines a compliment and insists that “Bono is the Bono of PR!” all for good reason! Bono is an amazing and unique character: a self-confessed egomaniac; a talented rock star who has been nominated and has won at the Grammy’s, the Academy Awards and the Nobel Prize; and most laudably, a philanthropist.
The fame he gained from being U2’s frontman has wisely been used to raise funds for Africa and his irresistible charisma has been used to successfully convince world leaders to relieve debt in the third world. All of his work as a ‘good Samaritan’ has added to his admirable reputation, encouraging not only other prominent individuals but also some big corporations to delve into the small universe of good-doers. But is adding yet another laurel to the company’s good name the only reason for businesses to turn to charity?
Business is a two way relationship. Companies produce and the public consumes. The abler the public, the more easily they can part with their greens, the more prosperous the business. If the public is better educated and better fed, the companies can count on having more productive workers and sharper minds. In helping the less fortunate, companies end up helping even themselves.
Charity does not work simply because a couple of rich people want to look good on paper; it works because smart people know that the key to moving forward means looking beyond one’s own yard.
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