It’s all the rage for companies these days to tie their marketing efforts to a social or environmental cause. After all, why not boost business and help out a cause at the same time? But cause-connected campaigns need to be carefully crafted in order to be meaningful and effective. Author Kami Watson Huyse, APR, talks with CW Executive Editor Natasha Nicholson about how to build an authentic campaign, and gives examples of some of the most successful (and unsuccessful) cause marketing efforts this year. Her article “Cause and Effect: 5 Guidelines for cause marketing that makes a difference” appears in the September-October issue of CW.