Public Relations 3355 University of Texas at Arlington Fall 2007 Dr. Kay Colley

Community relations One of the most important audiences an organization has is its community What is a community? Maintaining good relations usually entails management and employees becoming involved in and contributing to the community Communication also takes place in the form of controlled media Face-to-face communication can also be a powerful tool for influencing attitudes

Research in community relations Client research –Concentrate on the organization’s role and reputation in the community –Ask these questions to create a framework What is its level of credibility? Have there been significant community complaints in the past? What are the organization’s present and past community relations practices? What changes in the community & political landscape are affecting relations with the organization? What are its major strengths and weaknesses in the community? What opportunities exist to enhance community relations? Opportunity or problem research –Why have a CR program in the first place? –Ongoing proactive program

Research in community relations Audience research –Community media –Community leaders –Community organizations –Examples on pp Exhibit 5-A--Hendrix Develop contact lists –Journalists –Community leaders –Organizations Categorize according to occupational fields on community leaders list

Action in community relations Impact –Informing the community audiences –Modifying community behaviors or attitudes –Example: To encourage 20% more feedback from community leaders during the current year—anything wrong with this? Output –Efforts made by the practitioner to enhance the organization’s community relations –Example: To be 10% more responsive to community needs during this year—anything wrong with this?

Communication in community relations Theme and messages –Situational and grow out of research –Don’t forget to take into account existing and past relationships within the community Actions or special events –Open house or facility tours –Sponsorship of special community events –Participation of management and others in volunteer activities –Purchase of advertising in local media –Contribution to local causes –Meetings with community leaders –Membership of management and others in community organizations –Participation of management and others in politics in the community

Communication in community relations Note: Involvement in the community is the most significant aspect of community relations programs Uncontrolled or controlled media –Think of community media outlets first –Controlled media should include House publications to leaders Speakers’ bureau Direct mailing campaigns Website***** –Focus on community involvement

Effective communication Targeting opinion leaders is crucial to the success of a community relations program Group influence plays a substantial role in effective community relations; member cohesiveness and cultivation of membership; speakers’ bureau can address this Audience participation is highly significant; get targeted community leaders to participate in organizational events Reach out to the community by sponsoring attractive events

Evaluation in community relations Directly linked to attainment of objectives Based on impact and output objectives Mix of surveys, counting, qualitative research

What some companies do IBM – Best Buy – yrelations/communityrelations.asphttp://communications.bestbuy.com/communit yrelations/communityrelations.asp US Bancorp – munity_relations/commun_relations.cfmhttp:// munity_relations/commun_relations.cfm National City – ions/default.asphttp:// ions/default.asp