King James is Changing Lives in his Hometown

Akron native and NBA superstar LeBron James has always been vocal in his heartfelt support for his hometown and the greater Akron community. Even after leaving Cleveland for Miami, James was a force for good in Ohio. Now, he is taking those efforts even further.

James recently announced that (at least) 200 Ohio school kids will have the opportunity to go to college entirely for free … as long as they complete his mentoring program. That program, the LeBron James Family Foundation, works with at-risk kids in Akron.

According to further reports, the scholarships are available to middle school children in Akron Public Schools IF they complete the six-year mentoring program through the Foundation. The mentoring program is supported by the University of Akron and JPMorgan Chase.

According to JPMorgan, company tech staffers have volunteered to work with students on a variety of projects ranging from mobile application development to tech optimization.

This project and, to a larger extent, this program exemplifies the magic that happens when a person of means and influence connects with a cause that is nearest and dearest to them. The lesson here for anyone involved in any charity is to look for your greatest support from those with a strong reason to support you.

In your public relations, marketing, and imaging never be afraid to be who you are. Send out a clear, concise and consistent message. Don’t try to be more things to more people. Be what you are about and do what you want to do.

There are a lot of good works being done out there. Don’t chase what you think will be the most popular. Instead, work on a way to connect your cause with the people most likely to support it. Good marketing, solid branding and expert PR will get you a lot further than trying to please everyone.