One piece in the jigsaw

Since community relations is consistently delivering messages to your key target audiences, it can also have a direct impact on your media relations, investor relations, shareholder communications strategies and many others.

In isolation, community relations may be only one piece in the jigsaw, however it is complementary to numerous other strategies since it gives opportunities for networking with numerous stakeholders whose views and actions can have a direct impact on the future performance of your company. For example, if you have established a rapport with key local journalists, usually on a positive community news story, you can build on this relationship when a crisis occurs, i.e. be given the opportunity to respond. So, through this damage limitation approach, you may even turn a potentially damaging piece into a more positive piece.

This fact was illustrated in the Brent Spar incident when Shell’s decision to sink its obsolete Brent Spar oil platform in the North Sea led to a wave of public protest over the perceived environmental damage. Peter Hunt, head of community and regional affairs at Shell UK, afterwards stated that the publicity would have been even more damaging and the company’s relatively rapid public rehabilitation less forthcoming, if Shell had not already developed close lines of communication with many environmental interest groups through its corporate community involvement activities. These links gave Shell the opportunity to receive a fairer, more balanced hearing.

Community relations is therefore not about being ‘just nice to people or helping the local community’. This may be a consequence of the programme but the concept is based on commercial principles of research, having a vision, devising strategic objectives, implementing tactics, measuring and evaluating the results and deciding how they will be communicated to your key audiences (especially your employees).

There follows a consideration of the concept in more detail.

Research

1 Before any programme is implemented, it is crucial that a company is aware of its reputation in the community. This can be achieved by using both qualitative and quantitative research techniques as well as asking employees for their views (via an employee opinion survey) and the views of their families.

2 The findings, coupled with recognizing current best practice in community relations theory and techniques, should ensure that your programme is established on firm business-related foundations.

Vision

A typical vision statement may reflect the company’s desire to put something back into the community where its operational site is based or alternatively be an overview statement which encompasses the whole philosophy of why the company gets involved in community activities. For example, British Telecom (BT) uses the strapline in their community advertisements – ‘BT – a business leader in the community.’ Awareness of such actions is important and a communication plan, linked to targeting both internal and external audiences, must be devised at the outset.

Date: 2015-12-18; view: 875