August 2009
Doing Good – the Right Way
Done right, community relations can help an organization create and maintain mutually beneficial relationships with key audiences. Done not-so-right, community relations is just a string of feel-good programs with short-term impact.
So do it the right way.
Community relations starts with a defined commitment to an issue, organization, or region. And it thrives with a targeted, research-based strategy that keeps efforts focused and ongoing. If you treat community relations efforts as more than just a warm and fuzzy moment or something for employees to do on Earth Day, your ROI will come in the form of sought-after intangibles like loyalty, good will, support and high morale.
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Finding Your Focus
Smart companies know that a community relations program can’t be everything to everyone, so they focus efforts to maximize positive impact. There’s no right or wrong in choosing a theme, issue or organization to support, but there are some things to consider as you make your decision:
- Determine if there are any issues that impact a large number of your stakeholders, or if there’s a cause that many feel strongly about.
- Is there a theme that fits well with the nature of your business? For example, some computer and software manufacturers have dedicated their efforts to bridging the digital divide or furthering children’s education through technology.
- Is there something the company feels a personal connection to? Maybe an employee’s child suffers from an illness or your town is fighting a particular issue. That emotional connection will make your program even stronger.
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Your Community Approach
To make a real impact, your company’s community relations approach should be in sync with its business strategy. Think about who you want to reach – customers, employees, other stakeholders, or all of the above – and how they like to be reached. Then take a look at your company’s structure and culture to figure out what you reasonably can and can’t pull off. For example, a volunteer-driven program may not work for some companies while it can be wildly successful for others.
By knowing your business strategy, audience, and company, you’ll be able to determine the best approach. For example, some companies decide it makes more sense to connect with a major, national organization to launch a wide-reaching program that’s driven more by financial support. Others will be more successful creating a more volunteer-heavy program they can tailor for specific communities. Know your audience and know your company
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Share the Success
Promoting community outreach is a tricky proposition because it can come off as looking for a pat on the head. And that can be an ugly headline. But at the same time, both company and cause do want to attract attention to the good works. So here are some things to consider as you start to get the word out about your community relations program:- Make the cause or the partner organization the center of your communications. People are more likely to be drawn in by that than your company’s good works.
- Train your spokespeople – both from your company and your partner – well. The media doesn’t want to hear you brag about your outreach, but they will take an endorsement from your partner organization seriously.
- Don’t forget all of your audiences. Get employees, customers, prospects, and other stakeholders emotionally involved; these groups all need to have a solid understanding of how your company is giving back to the community.
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