| Ryan Hansen 
It’s not enough to promote what your brand does or the products you offer. Your audience wants to know who you are. Is your company friendly? Trustworthy? Compassionate? It’s qualities like these that help turn audiences into loyal brand advocates. Corporate social responsibility, or CSR, initiatives are an excellent way for organizations to show people what they’re truly about. Take Kimberly-Clark’s Huggies brand, for instance, and their partnership with the National Diaper Bank Network. As a founding sponsor of the NDBN, Huggies has donated a combination of more than 200 million diapers and wipes in the past six years. However, when the White House recently released the alarming statistic that one in three US families are unable to provide fresh, clean diapers for their baby, Huggies knew they had to go above and beyond their previous efforts. They answered President Obama’s call for help and donated 22 million diapers and 22 million wipes to NDBN. “We’re committed to fighting diaper need by providing great skin care to all babies through diapers and wipes donations,” said Giusy Buonfantino, president of Kimberly-Clark baby and child care North America. “We want to embrace all babies so they have the opportunity to grow up healthy and thrive – it’s how we got our name: Hugs + Babies = Huggies.” Of course, it’s not only Huggies’ incredible generosity that makes their announcement an excellent example of how to share your CSR news. Give audiences a reason to care. Although doing good can be a good way to build consumer trust, you first need people to care about the issue at hand. Huggies’ press release doesn’t just announce their donation, it serves as another way to educate audiences about the country’s diaper need and the important role that clean, dry skin plays in a baby’s overall health. Engage readers right at the beginning of your press release by focusing on the problem, as Huggies does in their first sentence. 
Demonstrate an ongoing commitment. Corporate social responsibility may start with an initial donation, but it shouldn’t end there. When developing a CSR program, your brand should strive to establish an authentic culture of giving within your organization. For instance, Huggies’ donation of 22 million diapers and 22 million wipes is the latest example of their long-standing commitment to wipe out diaper need. While the press release is primarily about this donation, it also notes Huggies’ previous efforts and their next project with the City Dads Group and The Association of Women’s Health, Obstetric and Neonatal Nurses to engage parents on skin health and diaper need. The sum of Huggies’ work reinforces the message that the organization truly cares about making a significant impact. Offer an invitation to participate. As the father of two young boys, I know just how many diapers parents go through. The idea that some families can't provide them for their children is a troubling thought. And I’m sure I’m not alone in feeling this way. That’s why I love how Huggies’ press release not only educates, but also empowers. Besides inviting readers to join in the conversation during a “Huggies Wipes Out Diaper Need” Twitter chat, the press release invites parents to donate their Huggies Rewards points to help a baby in need. Make it easy for your audience to get involved in your CSR efforts by including a call to action in your press release. With these tips, you can start creating your own CSR content that audiences will love. And if you want to learn more about writing and distributing press releases, download our free Press Release Boot Camp: What You Need to Know. This checklist outlines how to format your press release for success and what happens when you submit content to go over the wires. Author Ryan Hansen (@RPH2004) manages social media at PR Newswire, sharing the latest PR, marketing and social media trends across our networks. See what he's up to around the PR Newswire offices by following @PRNewswire on Instagram. | 
