Pro-bono relationships require careful thought and planning, but in the long run they benefit both the client and agency.
In 2005, Porter Novelli decided to re-examine its approach to pro-bono commitments. While the agency had regularly worked on such accounts, "there had never been an attempt to centralize [pro-bono work] or tie it back to the [agency's] core values and what we say about ourselves externally and internally," says David Zucker, partner and director of PN's CauseWorks practice.
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