In any good relationship , each party needs to make an effort . A PR person’s mission and performance in a community are likely to bring valuable investment opportunity for an organization . These investments may come in the form of stability, pride, goodwill, recognition, support, loyalty , visibility and employee morale.
For an organization to co-exist peacefully in its community it has to determine what the community knows and thinks about the organization . However , a community more or less formally constitutes heterogeneous systems of entities that may include any combination of individuals , groups, institutions and organizational forms.
Therefore community relations plays an important role to inform people about the operations of the firms ; its products, number of employees, size of the payroll, tax payments , employee benefits, growth and support of community projects.
The tireless commitment towards the community promotes a sense of teamwork which is essential in any long – term success.
The PR officers in the public and private sectors use every forms of media to communicate key messages and manages the reputation of their clients . They even inform employees and their families about the activities of the company; achievements and developments , so that they can tell their friends and neighbours about the company and favorably influence opinions of the organization.
Community relations is an essential PR strategy, it removes discrepancies, disaffection and respond to the criticism that may exist among community neighbours. Not only that it establishes a relationship between management and community leaders and informs the government about the firm’s contribution to community welfare. They contribute funds for the health programs , aid youth and adult education by providing financial assistance to the indigents.
Ananya Ghosh, Intern, PRSI , Kolkata Chapter.