He sees the power of authentic representation and community investment that has defined BET's 45-year legacy. By providing opportunities for young professionals to gain experience in media and entertainment, BET addresses both immediate community needs and long-term industry diversification. Think beyond charity: The most sustainable social impact comes from initiatives that align business objectives with serving community needs. Then create social impact efforts (e.g., internships, practicum, fellowships) that serve as sustainable talent pathways. Play the long game: Community impact requires sustained commitment.