The Value of Community Relations

Everybody likes having a good neighbor. Of course, how one defines a "good neighbor" may vary. For instance, a person or family that is very quiet and keeps to themselves may be viewed by some as being ideal. Others may consider having folks who are outgoing to be more to their liking. Whatever the exact definition may be, if we are going to live close to others at all, then we want that neighbor to be compatible with our own values and life style. Generally, this, at least, is how we see living near individuals. But what about living near businesses or corporations? What kind of neighbors do we want them to be?


The answer to that begins with our concept of businesses themselves. We expect them to be focused on making money, of course. And with that, we assume on some level that we are part of their targeted populations of prospective customers. But that is only one aspect of being the neighbor to a business. There is also what I would term the "non-money making side" of it. Despite their being profit-driven, we also look to businesses to be responsible citizens and care about the welfare of their neighbors and overall community. One could argue how realistic this might be or, for that matter, how fair it might be to place such an expectation on a business. Nevertheless, it is one that often exists.


My sense is business share such a vision. They, too, wish to be viewed as being more than simply driven to make as much money as possible. This is why so many corporations and multi-level organizations take community relations so seriously. Community relations is a key part of an entity's overall public relations program. Its focus is to establish a strong link between a business and individuals via programs that run parallel to ones revolving around making money. If done well and taken seriously, a good community relations program can do as much, if not more, to enhance a business' image and reputation as any fancy advertising campaign.