Retailers and consumer packaged goods companies have made cause marketing a fine art. Everything from pink ribbons to recycle symbols on products lets consumers know that a company has a social conscience.

But because of today’s 24/7 news cycle and social media, there is a lot more opportunity for consumer backlash if a company contributes to a cause that is unpopular with consumers or makes a mistake and backs something that is inauthentic or not what the consumer is being promised.

In this video, Beehive PR’s Vice President, Nicki Gibbs, explains how companies can plan ahead to ensure that cause marketing efforts are successful in today’s environment.