I am continually pleased with every emphasis you make to support social responsibility...not just for corporations to be so, but for individuals as well.

Statistics presented in the GoodPurpose/Mutually Beneficial Marketing study are impressive (i.e. 76% of consumers globally like to buy from brands that make a donation to worthy causes). However, to truly assist in bringing President Obama's appeal into fruition, citizens need to be inspired to the point of taking action themselves.

I'm not saying there are not incredible volunteers, because (working at two nonprofits-disclosure) I have met some genuine servants. But I also believe there is plenty room for more, and I know nonprofits would lovingly welcome them (not that you have to volunteer at a nonprofit specifically to serve).

I recently graduated from Belmont University, a school that just began a "social entrepreneurship" major.

This is an institution that is trying to revitalize the notion of serving others. On the mission page, it reads: "Belmont University empowers men and women to engage and transform the world. The university prepares students to use their intellectual skills, creativity, and faith to meet the challenges and opportunities that face the human community."

It is my hope that those words resonate with each student who enters the school.

Thanks again for your insight!
Cheryl
Nashville, Tenn.

Richard, I really enjoy reading your posts. What great opportunities to put skills to service as we help our new president usher in this "new era." It struck me that the responsibility President Obama asked of us also applies to another brief, but well-chosen phrase in his address -- his call for "unity over discord." We all know that doesn't mean we have to agree on everything. Unity doesn't mean unanimity. In this country, it's okay to disagree. It's beneficial, actually. It's an opportunity to round out one's perspectives by understanding all points of view. All this to make the point that I think we, as communicators, also can serve by doing what we can to improve the level of civil discourse when we do disagree.

You're so right; there's a role for PR in this new era of responsibility, if we are willing to take it. As communicators, we know how to disseminate positive messages. We know how to craft messages that resonate; that are respectful; that can invite action; and that are sensitive to a diversity of views. We know how to bring about consensus and resolution. Hopefully, we'll offer up those capabilities as policy debates begin and help our leaders (private and public sector) project a more civil, less contentious face to the general public and the world.

In a way, many communicators (in and out of government) just did that -- producing an inauguration that showed the world that, in a country where citizens and parties can and do disagree, America still embraces an abiding tradition -- a peaceful and respectful transition of power. And even though that tradition is set forth in the Constitution, we followed its call for civility and respectful protocols because we also respect the foundational principles that have helped us get this far and this free. Ultimately, we understand our responsibility to the democracy in which we are privileged to live...and called upon to serve. It was a proud moment.

This is great. A new presidency is indeed a good time to reflect on how we can renew ourselves and do our part in making America a better place.

I'm sure everyone in the PR community, including you, sir, was just as excited when President George H.W. Bush called for a renewed sense of purpose and volunteerism back in 1992 (The "thousand points of light" that was endlessly ridiculed by the media and the Left.)

Calls to service are nothing new, and are not the domain of, nor are they relegated to, those of one political party.

And while volunteerism is indeed a vital part of our society, propping up one president's vision or agenda isn't the role of the PR community.