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FINN Webinar Community Relations

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Waarom sporen sommige bedrijven hun personeel aan om vrijwilligerswerk te doen? Waarom zoekt Artsen zonder Grenzen ambassadeurs in de studentengemeenschap? Waarom is wielersponsoring zo populair? …

Waarom sporen sommige bedrijven hun personeel aan om vrijwilligerswerk te doen? Waarom zoekt Artsen zonder Grenzen ambassadeurs in de studentengemeenschap? Waarom is wielersponsoring zo populair?
Het zijn allemaal vormen van 'Community Relations', relaties met sleutelgroepen die belangrijk zijn voor je bedrijf. Goed voor de moraal en loyauteit van de eigen werknemers, en voor de externe reputatie van het bedrijf. Of zoals dat heet: belangrijk voor je license to operate.
FINN ging op zoek naar wetenschappelijk onderbouwde facts & trends over community relations, en presenteert zijn bevindingen in deze presentatie.


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  • 1.     Donations & Contributions Employee Volunteerism Community-based programs Relationships with civic, professional and nonprofit organizations
  • 2. Establish and maintain a beneficial relationship with the communities in which they operate
  • 3. 1 shop LOL
  • 4. 892 shops $151 billion revenue
  • 5. Research & Belief: “Consumers are influenced by a company’s community reputation.”
  • 6. CR encompass how a company the community in
  • 7.  Improved corporate reputation  Improved employee morale and loyalty  Ability to preserve/enhance the company’s license to operate Source: Barbara W. Altman, Boston College
  • 8. 1. Build relationships 2. Develop procedures to anticipate & respond 3. Focus on the community’s concerns
  • 9. = Persuading people to engage in socially responsible behaviour, which may rebound to the benefit of the compan.y
  • 10.     Permeable boundaries Interactions with diverse others Flatter, more complex hierarchies Individuals switch linkages between multiple networks
  • 11. “Students were more likely to report similarities on brand personality when they knew there was a sponsorship link” Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
  • 12. “When event and brand are matched (functional or in image), transfer process is enhanced” Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
  • 13. Did we deliver something of value to you in this presentation? Please share it with your friends @FINNbe And of course, follow FINN on Facebook