GSK Rolls with the Punches

By Audrey Beckett

As I read the News and Observer online this afternoon, I noticed the large headline GlaxoSmithKline Gives $1.5M to Morehead Planetarium. This grabbed my attention for a couple of reasons. First, $1.5 million is an impressive financial donation, especially during an economic slump. Second, as an aspiring public relations professional, I notice such acts of corporate social responsibility as examples of good PR.

GSK’s donation will go towards the conversion of the planetarium’s Star Theater from analog to digital technology. In the article, GSK explained it has a commitment to “making positive contributions to the communities where employees live and work and to invest in health and education programs.”

Under this criteria, the donation to Morehead Planetarium is certainly fitting. The planetarium is a frequent field trip destination for North Carolina students and offers a number of scientific programs and experiences for the community, such as the “Science in the Summer” program, also sponsored by GSK.

Following the article, I noticed a comment criticizing GSK for not pouring that $1.5 million into Haiti relief. I was bothered that the company’s good deed was being met with such criticism. After all, individuals should be grateful for the socially responsible corporations in our community.

This comment sparked my curiosity so I went to GSK’s Web site and found the following press release. Sure enough, the company has already given $1.4 million of medicinal aid to a number of organizations that are providing relief in Haiti. It has also committed $408,000 to the British Red Cross to aid in water and sanitation efforts in Haiti and is currently assessing requests from its partners to determine how much additional medicine it can donate to the cause.

The truth is that GSK is providing important aid around the world AND enriching the community around it.

From a public relations standpoint, an act of corporate social responsibility as the target of criticism is an extremely interesting situation. It emphasizes the importance of the PR professional’s adaptability to any given situation. GSK’s consistent communication and commitment to social responsibility is a good example of how unexpected challenges should be handled.

Photo Source: Ian Wilson