Gabriel Byrne as a role model for Corporate CSR programmesI’ve written here before of the need for organisations to be strategic in designing CSR volunteering programmes and to consider how such programmes can link with their core skills and core values. I never expected to be holding up a Hollywood (well sort of though he’s obviously stayed close to his roots) actor as a role model but a few weeks ago I heard Gabriel Byrne on the radio and it struck me forcibly that businesses should be emulating his behaviour. Maybe you heard about the Gateway Ireland project on the news. It’s a website due to be launched for St Patrick’s Day 2011 which will be the first port of call for all things Irish. It’s looking to capitalise on the Irish Diaspora, make them feel more connected to Ireland and through that more likely to be interested in Irish culture, arts, literature and business and in visiting the country. I like the description of ‘electronic embassies’ which are easily accessible. Having been appointed Ireland’s ‘cultural ambassador’ in March, Gabriel Byrne got involved in the launch of this project and through doing so undoubtedly attracted more column inches, interviews and photos than would otherwise have been the case. He has of course been very active in aiding the development of the Irish Cultural Centre in New York also. Why do I think this works so well? He’s clearly passionate about the capacity of the project to help Ireland and feels it is something he can do for Ireland, giving back to the country of his birth. We’d all like to feel passion about the volunteering we do and in fact it’s probably a necessity in order to drag us through the obstacles and the days when it’s not going so well. He feels a connection with the audience for this project as an Irishman who has spent much of his life away from Ireland. There is a good fit with his brand image – a serious actor, interested in literature, theatre and the arts. He’s recognised as an Irish actor but one who’s gone international, just as this project wants to. Utilising his brand image brings attention to the project and his core skills of acting and communication can also be used to good effect in promoting this. So, passion, connection, link with brand, link with core skills. Yes, I think that’s a good model for a CSR volunteering programme. 1 Comment1. Mick | 2010-06-30 01:31 PM Gabriel Byrne is indeed a great man for the job, and he set out a vision for GW Ireland at their launch presentation describing how the arts, culture and business can work symbiotically. To appeal to their intended audience, GWI would do well to stay true to that vision - one where heritage is honoured in it's own right, and not just used as a vehicle to maximise earnings. It's all achievable, even in a climate of cynicism - just got to establish some core values, communicate them, and stay true to them as their business develops. Add a CommentYour comment will appear once it has been approved. |