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Growing Trend
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Community relations has emerged as a public affairs discipline since
the 1980s because governments and businesses instinctively know
they need public permission to operate.
They know that a good community reputation builds loyalty while
a bad image can invite a backlash that makes it increasingly difficult
to function.
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| Community
Relations |
The result of a good community relations program is cooperation
and understanding between your organisation and people in the
areas where you operate or the groups that are interested in your
issues.
Community relations is often a mix of media and on-line communications,
advertising, sponsorships and events. At other times it may simply
be the act of "just showing up" and being visible in
the community.
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| Six
Principles |
It can be unglamorous and unspectacular yet community relations
is not difficult if you apply six simple principles that can help
to boost your image.
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Relevance The heart of community relations lies in identifying
and paying attention to the things communities consider important.
Align your communications with local issues and interests.
Credibility What you tell the public and what you do must
be the same. Strive for consistent organisational behaviour across
all your operations.
Continuous Commitment Developing trust takes time and consistency.
Plan for ongoing involvement and recognise the more you put in,
the more recognition and support you get back. Sustain simple
activities over a long period and avoid expensive, dramatic action
that is all too soon forgotten.
Openness Success in the community means being open and
honest about your current and future plans. If information cannot
be provided clearly and simply, explain why.
Investment Community relations takes time, money and effort.
It involves everyone in your organisation not just the PR people.
Regard a community relations program as an investment not a commercial
cost. What you spend today may look insignificant tomorrow, if
a disgruntled community doubts what you are doing and questions
your license to operate.
Linkage Today what happens locally can have global repercussions
and vice versa. If an issue with adverse potential surfaces, redouble
your local efforts to listen, talk and act irrespective where
the problem has surfaced.
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