Brands must have a point of view on that purposeful engagement whether it's directed towards the environment poverty water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough the distinguish your brand sufficiently to see a return on these well-intended efforts.
I think in politics in Congress you often do things that are Republican or you do things because you're a Democrat. Sometimes that's good obviously and sometimes that's obviously bad. But in the news business there's no such thing as Republican or Democratic news. News is news.