Community relations

THE term “community” should be in the plural and there are many communities in which firms have interests. Communities to be taken seriously include those where the firm’s headquarters are located, where they actually manufacture, where they distribute and sell, where they are considering doing business, where they do business that could create a crisis, and where they no longer do business because there was a crisis. In the twenty-first century, one of the central issues facing corporations will be how they identify and define their relationship to their communities. Corporations take a strategic approach and consider which stakeholders they must need to influence. Key stakeholders may be residents of the community who had little or no power but, who are vocal and know how to use media. Key stakeholders could be the most respected people in the community who exercise power behind the scene on members of certain ethnic, racial, or age group. Corporations may resort to three-pronged strategy like sponsoring community events such as sporting activities or arts festivals, which can assist in giving “face” to regional or local brand. Secondly, a company can give financial assistance to groups to promote social issues such as literacy. Social Investment Initiative or Social Performance Initiative redefines the interest in corporate relations from simple being a good corporate citizen and global competition to become an agent for sustainability through private-public partnerships or inclusivity stakeholder relationship to benefit the future generation. The community relations representatives may advice the company where the money would make them look caring and how it would affect the bottom line. Companies effective in their community relations uses the human touch strategy