So far, we all have seen various community efforts by different companies in our communities. Most of them fill our hearts with some sort of satisfaction from knowing that through our support we are helping others somehow. This creates a bond and a good image of specific companies. I mean, hey, we’d rather buy from a company that demonstrates how they help the community rather than one that doesn’t right?
Serving diverse, multicultural communities has become a top business mandate. Most companies today donate a percentage of profits to nonprofit organizations. Most companies strive to be true citizens of their communities, as well as agents for social change.
Among the benefits of being involved in community relations as a business, Industry Canada says the following:
Businesses have relationships in their local communities, sharing common interests. As such, it is valuable to spend some time considering how to leverage your relationships on mutually beneficial initiatives. It is possible to enhance business performance, profitability and your reputation through your community involvement efforts.
More over, American politics, like all other sectors of society, has been overrun by social media and the Web. Ironically, the practice of public relations has been barred from the federal government since 1913. This is so because congress was concerned that public officials might use public relations to advance their own agendas, but the practice of PR is represented throughout the government: in all government branches, in all government agencies, on state and local levels, and in the lobbying function.
By the same token, when it comes to consumer relations, we realize that globalization and the Internet have pressured companies to be responsible while promoting products. The challenge lies in differentiating one’s products from all the rest. Public relations techniques and social sensitivities can help distinguish a company from the competition.
- distinguish one company from the next.
- enhance the sale of a firm’s products.
- attract, win and keep customers. (Seitel, 2013)
Seitel, Fraser (2013). The Practice of Public Relations. 13th Edition.