A&E's new series "Random 1" premiered last night and it signaled the debut of mass media embracing the concept of guerilla philanthropy.
Unlike heart-tugging shows such as "Extreme Makeover: Home Edition" and "Three Wishes," "Random 1" doesn't screen its applicants with wannabe Supreme Court Justice furor and pimp more sponsors than a NASCAR driver's ride. The charm of "Random 1" lies in the show's title and the well-known bumper sticker asking people to perform random acts of kindness.
John Chester and Andre Miller, the show's do-gooders, drive to random cities and help people make a change for the better in their lives. Their high-tech RV is full of a crew that falls into the unfortunate cliché of unnecessary reality TV bickering. Luckily, the show's good-hearted hosts are able to drown out the behind-the-scenes squabbling and, ultimately, make "Random 1" a somewhat pioneer in broadcasting a new kind of philanthropy to television viewers.
So can guerilla philanthropy catch on with PR pros?
Of course.
And it’s not just for the cause-related PR firms.
Even PR pros that don't deal with non-profit organizations can perform random acts of kindness and turn them into favorable publicity for their firm if they have the right concoction of spontaneity, sincerity and smarts.
This type of publicity can also help a PR firm pave a path towards working with a non-profit organization that they truly want to work with. For example, Aloft Group is full of animal lovers who wanted to work with the Humane Society of the United States (HSUS). We didn't go around rescuing stray dogs off the streets of Newburyport, but we relayed our feelings and desires to HSUS and they agreed to accept our pro bono services to help promote Black Beauty Ranch.
There's something very rewarding with cause-related campaigns. For those helping the needy and those in need.
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