Community Relations is the field within public affairs
through which an organization puts forth the name of the company and its
employees so they can be recognized as an integral part of the local
community. The well-informed companies and politicians always remember the
basic tenet that all politics are local.
First, you may ask, "Why does my organization want to get involved
in the community?" The answer is simple. A company that does not get
involved in the community and is not perceived as a contributor to the
community will not have community support when it needs it. Part of being
well-respected in the community centers around being a company that is
understood by the residents as giving back to the community more than it
is taking.
The next question is, "How does a company get involved in the
community?" Initially, it may sponsor a baseball team or bring a
performing artist to town and invite the local legislative delegation to
attend. It may donate a facility or piece of equipment that is no longer
in use to a local scouting organization and then name it for a locally
important politician. The company may donate its used computers to the
local school district. It may join the local Chamber of Commerce and then
send employees, on company time, to represent the company on the Chamber’s
Committees.
Once a community relations program is started, a company may put an ad
in the local paper asking its neighbors to help start a neighborhood
partnership organization, then have an open house and a tour through the
facility. This will allow the company to address community grievances
before they get too big and too costly for the company to handle. Employees should be encouraged to tell how they are involved in the
community and how the company can assist them with their volunteer
endeavors. Sometimes it may involve time off and at other times it may
require money for projects.
The Trammell Group can assist you in the planning and execution of your
Community Relations efforts.
Just ask us
how.
