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Community Relations & its Impact on Branding

January 5, 2021

In Global Fortune 50, 60% of companies invest in community programs. With the cut-throat competition in the business landscape and the increasing social pressure, leading companies are redefining their relationship with the community. Community relations is now one of the most significant strategies for businesses.

Before we talk about ways to build community relations, let’s look at some details.

What is community relations?

Community relations means practices and methods that companies use to build a sustainable relationship with their community. For this, they take an active role and invest in the community where they operate.

Whether your goal is to attract and retain the best employees, build rapport, or to position your brand strongly, it is important to connect with people and invest in the community. Most importantly, it helps in establishing yourself as a reliable name in the market and becoming the top-choice of your customers.

Community relations, at its core, is the best and most effective way to communicate with your audience. This communication happens at various levels and benefits the community, its employees, the customers, and the community.

How to Build Community Relations?

1. Finding a Cause to Support

For local and global companies, building community relations start by finding the issues that are at the core of their community. As a next step, leading companies consider the services or products, or knowledge they can provide and try to connect them with a cause.

2. Aligning your Message & Commitment

As an organization, it is imperative to have a clear mission statement that is closely tied to its social responsibility. Once the mission and vision are defined, they must be used consistently on all communication platforms including memos, speeches, content, and social media.

3. Planning A Strong Community Relations Strategy

Having a strong strategy is very important for building strong community relations. Therefore, the top companies across the globe hire PR companies to help them align their message and propose a strategy that will help them implement their community relations plans.

Depending on the target audience, companies plan relationship-building events, outreach programs, and volunteer activities tailored to the company's goals, services/products, community issues, and competitor analysis.

4. Successful Execution of the Strategy

Once the plan is developed, the next step is its implementation. The companies must employ people, money, and resources to execute the plan. However, even if there is a dedicated department to build community relations, the leadership, as well as the management of the company, must stay involved in the process.

The organization can offer incentives for those who volunteer and take part in the community relations building activities.  In addition to that, they can offer training and developmental programs to ensure that the employees share the same values and enthusiasm for serving the community.

5. Using Social Media to Build Community Relations

No matter who your customers are, the people you need to address are on social media. Therefore, from small businesses to huge organizations, everyone in the corporate world is focusing on building a robust social media presence.

This is the most effective way to communicate with the audience and expresses a company's participation and interest in community issues and needs. For this, it is important to make sure that the content created on the company's website, blog, and social media aligns with its values.

Final Thoughts…

Community relations are the core of any business's communication and marketing strategies. In effect, community relations helps a business brand itself as a company that thinks of its people, cares for its community, and is responsible towards the environment.

This helps them tear down any barriers affecting their brand awareness and address their customers as an accountable and active member of the community.

PR companies can help businesses identify the leading causes, issues, and needs of their community. Moreover, they can help organizations create and implement a strong and sustainable community relations plan that helps them connect, communicate, and contribute to the community where they operate.

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