The document discusses strategies for effective community relations for organizations. It recommends researching the community's social and political landscape, the organization's credibility within the community, and potential stakeholders. Community outreach builds goodwill through communication channels and deflects criticism. However, it requires time and money investment. Effective tactics include sponsoring local events, getting employee involvement in the community, and maintaining open communication channels to understand community needs and receive feedback. The goal is to increase awareness of the organization, gain support from leaders, and create a positive relationship that can help if major issues arise.

1. Public relations 471 Community relations

2. Client research nuances Organization's role and repudiation in community. Credibility How many past community complaints? What changes in the social and political landscape have taken place that might change things this go around? SWOT analysis of the community itself How can the client help the community?

3. Opportunity research nuances Many organizations perform community relations outreach as an insurance mechanism. It builds a communication channel It deflects criticism Community relations isn’t cheap. Time Money In this new era of corporate social responsibility (CSR) more and more companies are hopping on the train.

4. Audience research nuances Community Media Mass Specialized Community Leaders Public officials Educators Religious leaders Professionals Execs Union leaders Ethnic leaders Neighborhood leaders

5. Audience research nuances Community organizations Civic Business Service Social Cultural Religious Youth Political See why this isn’t cheap????????

6. Impact objective nuances Increase awareness of company products, services and community involvement. Gain support of community leaders Receive feedback from community leaders Get your employees involved

7. Output objective nuances Distribute content Quicker response time to community concerns Create X new projects on which to hang your hat Meet, meet, meet.

8. Action and special event nuances Open houses and tours are popular Sponsorship, sponsorship, sponsorship Get your employees involved Public office Community boards

9. Uncontrolled media nuances You can tell your employees to stick to message; that doesn’t mean they will. Community relations is a great way to get light coverage in local news programming. This should also appear on the website and in your internal communications.

10. Controlled media nuances Send community leaders your e-newsletter or publications. Keeping them in the loop now pays dividends later. Create a speaker’s bureau; go to those meetings where people where funny hats. Direct mail campaigns also work with both audiences; it’s better to play offense than defense.

11. A few other points Hit opinion leaders early and often Group influence matters. If the Kiwanis President endorses your plan, won’t the whole club? If you have community presence in every major civic group, isn’t asking for a tax break easier? When you create communication channels, make sure there’s enough room to listen, not talk. Effective community relations MUST be a two-way street. Chances are, the community will need you more than you will need them. When you need them, it’s going to be a big deal.