CH 12 Community Relations

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Community Relations : 

Chapter 12 Community Relations

An Obligation to Support the Community : 

An Obligation to Support the Community Beginning in the 1960s, companies began giving back to their communities. They provided help in issue areas such as poverty, education and cultural enrichment. Today – most organizations realize they have an obligation to support their communities.

Multicultural Communities : 

Multicultural Communities America’s “face” is changing Communities are diverse and multicultural 2008 – more than 1/3 of U.S. population claimed minority status Minority buying power = $600 billion per year Ethnic print & broadcast media are growing Internet has spawned virtual communities uniting ethnic groups

Social responsibility means respecting diversity : 

Social responsibility means respecting diversity Companies are more diverse and communicate with communities whose members differ in: Work background and education Age Gender Sexual Orientation Race Religion Ethnic origin Physical Abilities

Social Responsibilities : 

Social Responsibilities May include issues like: Environmental Clean air, clean water Providing jobs for minorities Creating a diverse workforce that reflects the community Enforcing policies for employees Ethics guidelines that treat all employees with respect Enhancing employees’ overall quality of life Providing health-conscious environment; educational support

Money, too! : 

Money, too! Most companies donate a % of their profits to charities and nonprofits like schools, hospitals, community-based groups and social welfare institutions. In 2004, among 189 companies surveyed: $12 billion in corporate contributions 22% rise in U.S. giving from 2003 to 2004

And Volunteers … : 

And Volunteers … Companies actively encourage their employees to volunteer in their communities. Think of some of the ways employees help around our community: Hospital and nursing home volunteers Animal rescue and humane society volunteers Coaching kids athletic teams Cancer, AIDS, heart disease, etc.: walks, marathons , FR The Pro Football Hall of Fame festival The Wilderness Center The United Way and Red Cross And many more!

PR’s Role : 

PR’s Role The role for PR people within an organization being helped as well as PR within the company providing the volunteers: Identify causes and opportunities within your community Coordinate volunteers and events with that “cause” Plan and promote Recognize your volunteers! Plan a thank you dinner, banquet, reception, etc. Recognize those who have given the most hours with gifts or placards Celebrate their generosity with their time in newsletters, on your website, on the bulletin board, and in the local paper!

Make a Difference! : 

Make a Difference! PR practitioners can: Provide the leadership for being true citizens of their communities Identify opportunities for their companies and employees to be agents for social change!

PR: What’s my role for my organization? : 

PR: What’s my role for my organization? Determine what the community knows and thinks about your organization/company Inform the community of the organization’s point of view Mediate between the organization and the community as needed

And what the community expects from your organization/company … : 

And what the community expects from your organization/company … Tangibles such as employment, fair wages and taxes Intangibles such as: Participation Stability Pride Appearance

Cultural diversity : 

Cultural diversity Has spawned a wave of political correctness Who are we? -- No other country has as diverse a population as the U.S. 38 million Americans are foreign-born Ethnic minorities Diverse faiths Seniors (growing!) Gay and lesbian People with disabilities ALL ARE OUR PUBLICS!

Nonprofit PR : 

Nonprofit PR Champions of diversity Serve social, educational, religious & cultural needs NONPROFITS RAISE PUBLIC AWARENESS THRU MEDIA ADVOCACY (may include protests, marches & stealth Internet campaigns!)

Nonprofits : 

Nonprofits Hospitals Schools Trade associations Labor unions Chambers of commerce Social welfare agencies Religious institutions Foundations Nonprofit PR professionals must master many functions: Positioning the organization/company Developing a promotional plan Media relations Supporting fundraising efforts

Steps for Successful Fundraising : 

Steps for Successful Fundraising I.D. campaign plans and objectives Organize fact finding Recruit leaders – you can’t do this alone! Plan & implement strong communications activities Periodically review and evaluate

PR: Be Respectful & Responsive : 

PR: Be Respectful & Responsive As a PR professional, remember: Respect all of your publics! Intelligent organizations/companies must be responsive to the needs and desires of diverse communities! And keep in mind….. Community relations is only as effective as the support it receives from top management – So-o-o … the PR professional must provide leadership and insight to both management and community leaders!