Page 16 - Philanthropy – A common man’s perspective
P. 16
HOW CONSUMERS
INTERPRET COMMUNICATION
Advertisements
In-house corporate
publicity
Digital
information
Blogs
Self-branding
News
Narrative created by the News & advertorials seem relatively less partial.
organisations - not considered
impartial, humble or factual. Blogs by experts and independent writers - mostly
honest and favourable
Money ‘wasted’ on advertising
looked down upon.
HIGHER THE EXPENDITURE, CLAIMS MADE ON THE IMPACT CREATED,
LOWER THE CREDIBILITY LOWERS VALUE OF THE IMPACT
Ostentatious displays of wealth and expenditure Loud claims (suggesting personal ownership and
under the guise of social welfare not appreciated pride) made to communicate the initiatives and
their impact compromises value
Lowers credibility and authenticity of the
organization Appears more like ‘blowing your own trumpet’ as
against being humble
Need to have humility, obligation and duty,
instead of entitlement
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