Download VTU (Visvesvaraya Technological University) MBA 4th Semester (Fourth Semester) 16MBAHR401-Public Relations PR Module 4 Important Lecture Notes (MBA Study Material Notes)
COMMUNITY RELATIONS
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
CORPORATE SOCIAL RESPONSIBILITY(CSR)
& PHILANTHROPHY
CSR : CSR is defined as the voluntary activities
undertaken by a company to operate in economic,
social and environmentally sustainable manner.
PHILANTHROPHY : the love of humanity, in the
sense of caring, nourishing, developing and what it
means to be human.
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
CORPORATE SOCIAL RESPONSIBILITY(CSR)
& PHILANTHROPHY
CSR : CSR is defined as the voluntary activities
undertaken by a company to operate in economic,
social and environmentally sustainable manner.
PHILANTHROPHY : the love of humanity, in the
sense of caring, nourishing, developing and what it
means to be human.
CHALLENGES FACED BY COMPANIES TO
IMPLEMENT CSR
? The issues are not static.
? The priorities vary among publics
? The problems are complex and not easily
solved
? It can be difficult to satisfy the publics
expectations:
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
CORPORATE SOCIAL RESPONSIBILITY(CSR)
& PHILANTHROPHY
CSR : CSR is defined as the voluntary activities
undertaken by a company to operate in economic,
social and environmentally sustainable manner.
PHILANTHROPHY : the love of humanity, in the
sense of caring, nourishing, developing and what it
means to be human.
CHALLENGES FACED BY COMPANIES TO
IMPLEMENT CSR
? The issues are not static.
? The priorities vary among publics
? The problems are complex and not easily
solved
? It can be difficult to satisfy the publics
expectations:
TYPES OF PHILANTHROPHY
? 1) Cash Donation
? 2) In ? kind Donation
? 3)Employee volunteering
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MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
CORPORATE SOCIAL RESPONSIBILITY(CSR)
& PHILANTHROPHY
CSR : CSR is defined as the voluntary activities
undertaken by a company to operate in economic,
social and environmentally sustainable manner.
PHILANTHROPHY : the love of humanity, in the
sense of caring, nourishing, developing and what it
means to be human.
CHALLENGES FACED BY COMPANIES TO
IMPLEMENT CSR
? The issues are not static.
? The priorities vary among publics
? The problems are complex and not easily
solved
? It can be difficult to satisfy the publics
expectations:
TYPES OF PHILANTHROPHY
? 1) Cash Donation
? 2) In ? kind Donation
? 3)Employee volunteering
EMERGING CHALLENGES OF
COMMUNITY ACTIVISM
?Organizations must be prepared to deal with
the increased media scrutiny.
?Community activist can exert undue pressure
and unreasonable influence in attempting to
raise public consciousness.
?Using variety of tactics including e mails,
internet, media interviews.
?Organizations misusing, abusing or violating
laws should be held publicly accountable for
their actions.
FirstRanker.com - FirstRanker's Choice
MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution?s
planned, active, and continuing participation with and
within a community to maintain and enhance its
environment to the benefit of the both the firm and the
community.
Definition
?CR is largely a public relations responsibility
focusing on the management of potential and
existing communication interactive networks of
organisation and publics of the benefit of the both
groups?.
IMORTANCE OF COMMUNITY RELATIONS
1) Work for everyone who desires it
2) The prospect of growth and new opportunity
3) Adequate competitive commercial enterprises
4) Competent municipal government with modern police,
fire, highway and other services
5) Educational, cultural, religious and recreational pursuits
6) Appropriate housing and public services
7) Provision for helping those least able to help themselves
8) Availability of legal, medical, and other professional
services
9) Pride and loyalty
10) A good reputation in the area and beyond
Role Of PR in Community Relations
? Issuing news of interest to community and providing top
officials of the organizations with information on the status
of CR
? Representing the organization in all sorts of volunteer
activities, including fund drives and getting employee to do
likewise.
? Managing the contribution function ? giving donation etc
? Functioning as the organizations intermediary with local
and government, civic, educational concerned with reform,
social problems and celebrations.
? Planning and helping to implement special events such as
dedication of new facilities.
? Planning and conducting open houses or tours as needed
and desirable.
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
ONE LEVEL :
1) Membership network
2) Speakers Bureau
3) Make facilities available
4) Open houses, visitations, tours
5) Program around holidays
6) Take part and support public events
TWO TYPES OR LEVELS OF PROGRAMMING EMERGE
SECOND LEVEL :
1) Ambassador or constituency relations programs
2) Hold regular opinion leaders briefings or idea exchange
3) Set up local community relations advisory boards
4) Employee volunteer programs
5) Community research
6) Social projects
7) Make expertise available
COMMUNITY RELATIONS PROCESS
Determining Objectives
Knowing the Community
Guidelines for Effective CR program
Communicating with Community
Channels of Communication
GUIDELINES FOR EFFECTIVE
COMMUNITY RELATIONS PROGRAM
q Act as good neighbor
q Accept the perception of the community
q Develop effective listening skills
q Do not assume all the knowledge about the problem rests with
managing it
q View conflict as positive
q Develop structures in which the community can easily
participate
q Endeavour to keep the process as clear as possible
q Develop mechanisms for how the wider community will be
kept informed
q Develop conflict management structure and processes
SPECIFIC FUNCTIONS OF
COMMUNITY RELATIONS
? When an organization moves
? Criteria for community relations activities
? Local government and political action
? CSR
CRITERIA FOR COMMUNITY
RELATIONS ACTIVITIES
? 1)Creating something needed that did not exist before.
? (2)Eliminating something that is a community problem
? (3)Developing a means of self determination
? (4)Broadening use of something that exists to include
have-nots
? (5)Sharing equipment, facilities, and professional
expertise
? (6)Reconstituting, Repairing, and Dressing up
? (7)Tutoring, counseling, and Training
? (8) Activating others
CORPORATE SOCIAL RESPONSIBILITY(CSR)
& PHILANTHROPHY
CSR : CSR is defined as the voluntary activities
undertaken by a company to operate in economic,
social and environmentally sustainable manner.
PHILANTHROPHY : the love of humanity, in the
sense of caring, nourishing, developing and what it
means to be human.
CHALLENGES FACED BY COMPANIES TO
IMPLEMENT CSR
? The issues are not static.
? The priorities vary among publics
? The problems are complex and not easily
solved
? It can be difficult to satisfy the publics
expectations:
TYPES OF PHILANTHROPHY
? 1) Cash Donation
? 2) In ? kind Donation
? 3)Employee volunteering
EMERGING CHALLENGES OF
COMMUNITY ACTIVISM
?Organizations must be prepared to deal with
the increased media scrutiny.
?Community activist can exert undue pressure
and unreasonable influence in attempting to
raise public consciousness.
?Using variety of tactics including e mails,
internet, media interviews.
?Organizations misusing, abusing or violating
laws should be held publicly accountable for
their actions.
THANK YOU
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This post was last modified on 18 February 2020