A Shoe-In for CSR

Socially savvy shoe company isn't just playing the game; Poseurs beware

It doesn't take much to say your corporation is socially responsible.

Throw together a couple booze-and-schmooze fests and call it a fundraiser. Maybe sponsor a local charity. And if you're really feeling crazy, you could ship some money off to those starving kids in _____ (insert third-world country).

Things are about to get a lot tougher, though. With more and more watchdog groups popping up, gone are the days when a smooth talking PR person and a snazzy media kit could convince the masses how saintly you are despite a spotty record.

And companies like TOMS Shoes have made the game that much harder. They walk the talk, and they haven't the slightest smudge on their record.

Their concept is simple: you buy a pair of their shoes; they give a pair to a needy child.

I spent five minutes on the Web site and I was sold. Compelling pictures, videos, links to a MySpace page, tailored information for media-- you name it, this site has it.

What makes the company's CSR so f-ing awesome is its combination of the following:

• totally legit cause
• stellar Web site
• bunch of easy involvement opportunities for all publics
• funky, free-love grassroots vibe that makes you feel like you can really make a difference

And it doesn't hurt that the company's founder Blake Mycoskie is hott with two t's.

The outcome: I wanted to buy the shoes. I wanted to help the cause. I wanted to apply for a job there. It's that good.

What's this mean for all those other companies out there?

It's time to step up your game. You've got to have real substance to promote, something beyond the X-amount of dollars you raised when the CEO's wife bid on that week-long yacht retreat at this year's silent auction gala.

A solid, put-your-money-where-your-mouth-is CSR can field the harshest of media criticism. It also effortlessly answers PR blogger Jeff Weintraub's question about the ethics behind public relations practitioners promoting less-than-responsible companies.

Do good. Be good. Look good. It's that simple.

Still not convinced you need to change your CSR strategy, ice queen? Watch the video below.



Kind of puts that annual office angel tree to shame, huh?