Being deliberate with the allocation of your community relations resources can positively impact both your branding and outreach. Developing a plan to align your business mission with where you'll place your employee volunteer hours and dollars can make all the difference - and develop an interesting media angle. In the technology arena? Bring volunteers into a local nonprofit to develop or enhance their technology plan. In the biotech industry? Donate time and dollars to build a new science lab at your local high school or college. You meet your community mission by giving back - while also promoting your business line/brand.
The same can go for individuals. Are you volunteering at mutiple nonprofits without a plan behind it? If you want your personal brand to reflect a certain skill/trait, then consider volunteer placements that will help you build on that brand.
Selfish thinking? Not at all...just strategic!