The Great Balance

We live in a market driven society. Businesses exist to make money. At the end of each day, whether it is a small, family-run business or a major corporation with clients and connections all over the world, the person or persons in-charge want to be able to see they have taken in more money than they have spent. The greater the profit, the more money it is in the pocket of those owners, the greater opportunity they will have to expand their product and services, and the more people they will be able to employ. Additionally, the more successful a business is and the longer a business is able to sustain that success, the more potential influence it will have to shape or influence its surroundings.

The thing about financial success and the potential for influence that comes with it, however, is that they attract attention. People other than customers begin looking to successful companies for guidance and assistance in areas that go beyond their initial scope. For instance, a local car dealership may be approached to sponsor a neighborhood little league baseball team. Or a major corporation may be asked to create a scholarship fund for needy students. This, then, becomes the great balance that all successful companies are called upon to strike: doing what they need to do to turn a profit while determining how much of their profit and influence they want to direct toward not-for-profit programs and initiatives.

Public relations professionals can help business leaders wrestle and cope with the double-edged sword that comes with financial success. By maintaining effective and open ties with the publics with which a company deals, communicators are in a key position to assess the needs of those many customers and then weigh them against the vision of the company. Often times, the needs of the public are not as counter to a company's goals as one might think. This is particularly true if having a positive image is a major factor in the business' success. Public relations professionals can establish this link and then help ensure it remains strong.