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Behind today’s charitable “big checks” there’s so much more than just a signature. No longer is a company’s giving limited to the CEO writing a check, posing for a photo with the recipient organization and walking away. Corporate philanthropy has grown up to become a key component of a company’s brand and mission.

Whether you refer to it as “touching base,” “circling back” or just a “quick reminder,” following up is a part of business, and life. Sending and receiving a follow-up email can be annoying. The recipient hates to get one and the sender wishes they didn’t have to write the message. It is a Catch-22 for everyone involved.

Does public relations really work? Yes, and there’s one simple reason: people trust, and share, news content in ways that they’ll never do with advertisements. While news consumers don’t trust all news sources, everyone has at least a few outlets that they trust. Whether they’re trade publications, national newspapers, or online news resources, we each have go-to places for information about the world around us.