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When the tile reflects his journey from the DMV area – one of the six children raised by the same mother – to become an executive vice president for insights in Black Entertainment Television (BET), it just does not see personal success. He sees the power of authentic representation and social investment, which describes the 45 -year -old legacy of the BET.
Getting from the lessons learned during his early years at Hess Hampton University, “The fruit of your labor is not the only what you get.” “This is what you apply for the harvest of others.” This philosophy has become the basis for BET’s social impact strategy, which has transformed the network into a community catalist from a entertainment platform that reaches millions of black Americans daily.
Related: Your company will benefit from the better community involvement
The benefit of authenticity
In this era where corporate social responsibility is often performed, the BET’s point of view stands for a real relationship with social needs. Hess, along with Kimberly Page (Executive Vice President and Chief Marketing Officer), co -guided the Social Impact Team, which works directly with community members and consumers, ensures that each move reflects real -life experiences rather than the boardroom’s priorities.
This authenticity pays real profit. When a mother of LGBT Kiya+ youth arrived to thank her daughter for showing her daughter on television – which calls Hees a “possibility model” – she made the unique status of the network clear as a mirror and bacon for different classes.
Hess noted, “We’re not just making content.” “We’re making ways to see and celebrate people and their ability.”
Strategic programming that moves markets
BET signature programs show how entertainment companies can advance meaningful social change during the brand loyalty. For example, at the summit of black men, the main issues facing black men from economic empowerment to mental health are identified, and a place for brave conversation that is often absent from mainstream conversation.
America in blackTheir 60 -minute news class fills the difference of information found by traditional media, while Rap lyrics on trial Music, culture and criminal justice deal with the crossroads – matters that directly affect their basic audience.
These are not just good steps. They represent strategic investment in community engagement that strengthen the BET market position while simultaneously strengthening families and communities. When you authenticly meet the needs of your audience, you create loyalty that is beyond the traditional advertising measurement. It is no surprise that the bet is not just a #1 network for African Americans, but also the “best in class” in the five major categories, including top networks that respect the culture of Black Viewers. 2015 Brand Love Study.
Partnership multiply effect
Smart business leaders believe that partnerships have an impact scales, and that the BET’s cooperation strategy offers a masterclass to benefit the community for the benefit of the community. His work with the chapters of former college students to host cheeks is created by educated, influential community members, while collecting funds (and friends) supporting educational institutions.
The patronage of the “College Hill” program and home returning events gains the cultural importance of 101 historically Black Colleges and Universities (HBCUS) in our country, when the brand affiliation formulates lasting contacts reach the audience in the moments of important life.
Perhaps most importantly, Bet Million with Paramount for “content for content” shows how corporate cooperation can increase the brand’s identity without reducing the identity of the brand – an important consideration for their community’s engagement efforts for any business. Materials for change A cross brand is a move that uses the power of creating content to counter the statements that enable hatred and stereotypes. It uses more accurate imagery research, data and innovation that affect the world positively.
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Construction of today’s leaders
The network corporate internship program exemplifies how companies can have a sustainable effect during the construction of talent pipelines. By providing young professionals to experience in media and entertainment, BET solves both the immediate needs of the community and the diversity of the long -term industry. The BET offers payment internship to undergraduate and graduate students at various locations, including Washington DC, California, New York, Illinois and Georgia, for only a few names.
From this point of view, economists say “positive external”. Entries gain valuable experience, the company gains access to fresh abilities and perspectives, and the growing representation of the media benefits the wider community. This is a winning situation.
What is important is to measure this
Has’s role as EVP for insight reflects BET’s commitment to diagnose data -driven effects. Contrary to traditional corporate social responsibility programs, those who feel greatly rely on good matrix, emphasizing the results of the measuring community. A recent annual report highlighted the registration of voters and civilian engagement, black economic empowerment and awareness of mental health and well -being.
Its focus is on insight rather than just output and shows stakeholders to return to Investment (ROI). This is an important factor of permanent investment in social impact measures.
The way of businessmen
The 45 -year -old BET’s 45 -year -old offers a number of viable lessons for businessmen, CEOs and industry leaders who want to have a meaningful impact on society.
1. Start with the authentic connection: Before starting any move or program, understand the community you serve. Sadness is not a buzzard – this is a commitment. It cannot be automatic, ready or outsourced. It has shopping, time and trust.
2. Think beyond Charity: The most sustainable social impact is with the steps that align the business goals while meeting the needs of the society. Find opportunities for winning instead of unilateral. Don’t just give – construction. Start with the end in mind. For example, you can learn/learn with the community about the urgent need for maximum representation in the media, government or industry. Then make social impact efforts (eg, internship, practical, fellowship) that act as sustainable talent paths.
3. Cooperation by sharing costs and risks increases. Find the alignment of values, not only brand harmony.
4. Invest in measurement: Track meaningful results, not just activities. This enables constant improvement and justifies stakeholders to constantly investing. Tell a story that goes beyond numbers – but always start with evidence.
5. Play long games: Social influences require a permanent commitment. An instant win is a matter, but lasting change is through constant engagement over time. Remember, Real impact Not overnight. BET’s success is hard work that gives birth to Good work On their behalf they serve.
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Since the BET has been celebrating its 45th birthday, Hes, his team and colleagues have been continuing to build community investment for decades. Their success shows that business success can advance a meaningful social change – but only if this commitment comes from an authentic place.
For business leaders who want to have a lasting impact, BET’s blueprint offers a proven path: Understand your community deeply, meet their needs authenticly, measure matters, and be committed to long journey. Hess learned in Hampton, the fruit of this labor, benefits everyone.