TI's Corporate Nature

Corporate social responsibility became a topic of interest several years ago when companies began to change their behaviors due to pressure from society. People wanted to see large corporations do more for the community and the people that have given them such fiscal success. Since then, many companies created initiatives to volunteer time and donate money to communities and non-profits but not all of them have made these efforts part of their corporate culture. At Texas Instruments, doing good is more than just part of the job description.

Gail Chandler, APR, discussed the unique corporate environment in which she works and shared insight about TI's wonderful social responsibility efforts. These efforts were made possible by employees who truly enjoy what they do instead of being forced to participate in mandatory activities. These employees have not only helped create a wonderful image for TI, but they have helped create better communities in Dallas and all over the world.

"It's embedded in our culture to be involved in the community," said Chandler. TI's 28,000 employees have done things such as donate time to tutor children in a DISD school, create programs to educate more girls in science, and given aide to countries overseas. For TI's 25th anniversary in India, employees planted 25 trees for Earth Day, participated in various innovation contests with awards, and received free dialysis treatment for themselves and their family members. Similar events have been done in China for TI's 30th anniversary where schools were given money and multimedia equipment to further science education.

A dialysis patient in India who was cheered up by TI employees 



Students from a Chinese school that received multimedia classrooms from TI

"Throughout it all, the company has never changed its commitment to the community," said Chandler. This is not due to brainwashing or incentives, but the simple belief that global companies should have the greatest opportunity to make the biggest changes in the world. Employees are given every tool to make changes themselves and this is what drives the corporate culture at TI. People who know they can make a difference will be more willing to participate in efforts. TI's global status has become more than just a fiscal accomplishment; it has become a great humanitarian one as well.

Keeping it Simple

From various courses and lectures, we have learned the many ways communication works in the world but we have rarely heard it told to us so straightfoward. Ken Fairchild, a pioneer in the field for over 40 years, layed out exactly how he has seen communications develop and change over the years. One interesting topic he mentioned was the use of soundbites and how it affects the receiving of messages.

"This is the way to make your public hear your message," said Fairchild. Using soundbites is just as important as having a long and prepared speech, but it allows you to capture the attention of your audience without making them search for your message in a speech.

Fairchild explained that corporations are still afraid of the television and interviews ever since that medium changed the way communications were run. A terrible television interview can easily ruin a political candidate's position or destroy the image of a national brand. "Use the medium, don't let it use you," explained Fairchild. Use television to your advantage by summing up your message or points in a short phrase that can easily be repeated and remembered.

"All communication depends on the message," Fairchild repeated over and over. That was his message and he made sure we received it clearly without being lost in his lecture. Simple phrases, sentences or words are best remembered when repeated and stated firmly. He also added that confidence is key when delivering your message and it will go a long way in creating trust with your audience.

The objective is to have the audience trust you and love you. If you follow Fairchild's advice on keeping a consistent message through soundbites then your voice will resonate much louder with your audience. Reciting long and drawn out speeches won't help you connect with an audience that has a decreasing attention span. Choose your words carefully, keep them concise and  repeat them often.