Advocacy from the Top
I recently heard an interesting story that reminded me that advocacy for a brand, cause or reputation works best when it stems from the top. Dutch logistics company TNT CEO Peter Bakker traded in his Porsche for a hybrid car. As part of his company’s corporate responsibility program titled Planet ME which asks people to make choices at work and home to address global climate change, Bakker made his car switch to “walk the talk.” He states that corporate activities combined with individual actions will make the greatest difference in reducing carbon emissions and saving the planet. In addition, all staffs’ company-leased cars at TNT have to be “green.”
Advocacy that works has to stretch from top to bottom, from mailroom to boardroom, from A to Z. That is also one reason why we at Weber Shandwick call our initiative, Advocacy starts here.
When everybody in the company starts to adopt the advocacy, that is one sure sign of a great relationship with the employees and the employer. It shows that the people do not just come for work for pay. It means that they are actually being transformed for the better in the process.
Thanks Jay. We agree that employees are the most powerful advocacy group there is. lgr