MODULE 4
COMMUNITY RELATIONS
MEANING
CR, as a public relations function, is an institution planned, active, and continuing participation within a community to maintain and enhance its environment to the benefit of both the firm and community.
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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".
IMPORTANCE OF COMMUNITY RELATIONS
- Work for everyone who desires it
- The prospect of growth and new opportunity
- Adequate competitive commercial enterprises
- Competent municipal government with modern police, fire, highway and other services
- Educational, cultural, religious and recreational purposes
- Appropriate housing and public services
- Provision for helping those least able to help themselves
- Availability of legal, medical, and other professional services
- Pride and loyalty
- A good reputation in the area and beyond
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Role Of PR in Community Relations
- Issuing news of interest to community and providing officials of the organizations with information on the role of CR
- Representing the organization in all sorts of voluntary activities, including fund drives and getting employees likewise.
- Managing the contribution function – giving donations
- Functioning as the organizations intermediary with media and government, civic, educational concerned with social problems and celebrations.
- Planning and helping to implement special events and dedication of new facilities.
- Planning and conducting open houses or tours as needed and desirable.
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TWO TYPES OR LEVELS OF PROGRAMMING ENGAGEMENT
ONE LEVEL:
- Membership network
- Speakers Bureau
- Make facilities available
- Open houses, visitations, tours
- Program around holidays
- Take part and support public events
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TWO TYPES OR LEVELS OF PROGRAMMING ENGAGEMENT
SECOND LEVEL:
- Ambassador or constituency relations programs
- Hold regular opinion leaders briefings or idea exchange
- Set up local community relations advisory boards
- Employee volunteer programs
- Community research
- Social projects
- Make expertise available
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COMMUNITY RELATIONS PROCESS
- Determining Objectives
- Knowing the Community
- Guidelines for Effective CR program
- Communicating with Community
- Channels of Communication
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GUIDELINES FOR EFFECTIVE COMMUNITY RELATIONS PROGRAM
- Act as good neighbor
- Accept the perception of the community
- Develop effective listening skills
- Do not assume all the knowledge about the problem residing in managing it
- View conflict as positive
- Develop structures in which the community can easily participate
- Endeavour to keep the process as clear as possible
- Develop mechanisms for how the wider community will be kept informed
- Develop conflict management structure and processes
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SPECIFIC FUNCTIONS OF COMMUNITY RELATIONS
- When an organization moves
- Criteria for community relations activities
- Local government and political action
- CSR
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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
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CORPORATE SOCIAL RESPONSIBILITY & PHILANTHROPY
CSR: CSR is defined as the voluntary activities undertaken by a company to operate in economic, social and environmentally sustainable manner.
PHILANTHROPY: the love of humanity, a sense of caring, nourishing, developing and 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:
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TYPES OF PHILANTHROPY
- 1) Cash Donation
- 2) In – kind Donation
- 3) Employee volunteering
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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.
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