THE IMPORTANCE OF COMMUNITY RELATIONS
Community relations refers to the various methods companies use to establish and maintain a mutually beneficial relationship with the communities in which they operate.
The underlying principle of community relations is that when a company accepts its civic responsibility and takes an active interest in the well-being of its community, then it gains a number of long-term benefits in terms of community support, loyalty, and good will.
Two weeks ago, August 18 to be precise, Barbados was told to brace for the passing of Tropical Storm Harvey. The island experienced pockets of moderate to heavy showers, thunderstorms and gusty winds which resulted in the flooding and destruction of a few homes, businesses and churches.
One church which was extensively ravaged by a savage Harvey was the Providence Methodist Church pictured above. This church is located in an area known as Providence, Christ Church.
To the south-south-west of the church is the Barbados Golf Club. To the north-west is Gildan Barbados and to the north east, Chickmont Foods Limited-- all less than five minutes away.
A few homes surrounding the church also suffered torn roofs and collapsed walls due to the unrelenting winds of Tropical Storm Harvey. As the media descended on the scene many residents, including politicians, were seen offering assistance to the affected.
Church officials were also present to assess the damage of their place of worship as well as provide comfort to those who had lost their abode. In the days that followed, neighbours were the main people trying to salvage what materials they could to rebuild the homes.
Glaringly absent was Corporate Barbados. I cannot recall reading anywhere that any of the major businesses enveloping Providence had offered any assistance. I did not see any photos of their employees offering solace and attempting to restore some normalcy to the usually serene community. The media carried no press release from any of these businesses outlining their community outreach programme.
Whether these companies pledged their assistance privately does not do well for their image. Much like justice, for your community relations efforts to be measured, and successful, it must not only be done but must be seen to be done.
A well-drafted community relations strategy can bolster your company's image in the eyes of its external stakeholders. Major companies who set up shop in communities must be mindful to not neglect their civic duty.
Hurricane Harvey, now a tropical depression, devastated Texas when it visited there leaving in its path over 100,000 destroyed homes, massive flooding and the state in crisis. There is a local company owned by Jim McIngvale, known as Mattress Mack, who opened his furniture store as a shelter for displaced evacuees. He even allowed them to sleep on his brand new mattresses.
Then there is renowned televangelist Joel Osteen who came under fire from Texas locals, and the world via social media, for not only refusing to open his mega-church as a shelter but for lying that the church was flooded. He then only opened the church after being pressured to do so. His now tethered reputation can only be successfully sewn back together by the best crisis/communications/PR experts.
A comprehensive community relations strategy implemented by a business should be aimed at fostering goodwill by improving the lives of those in its community. It should include employment opportunities, environmental programmes such as clean-up and beautification projects, restoration, event-sponsorship and an 'adopt-a-school' initiative.
This mutually beneficial strategy will help any organisation achieve visibility as a good community citizen.
