Session - III Community Relations1 Communities against Coke Practices in India – A community Relations Case study Coca-cola crisis in India – The ProblemsCoca-cola crisis in India – The Problems –experiencing severe water shortages –discharging its waste water into the fields –distribution of its solid waste to farmers in the area as "fertilizer" –Irregularities and non-compliances to the rules. –Destroying Lives, Livelihoods and Communities

Session - III Community Relations2 Communities against Coke Practices in India – A community Relations Case study The StruggleThe Struggle –Kala Dera, Rajasthan – Kala Dera, RajasthanKala Dera, Rajasthan High court ruling – to state the level of pesticidiesHigh court ruling – to state the level of pesticidies Demonstration by 2000 people across 50 villagesDemonstration by 2000 people across 50 villages Coca-cola appeals against the decision, which was turned downCoca-cola appeals against the decision, which was turned down –Plachimada, Kerala – Plachimada, KeralaPlachimada, Kerala The oldest struggle against Coca-colaThe oldest struggle against Coca-cola The single largest Coca-Cola bottling plant, in Plachimada, Kerala, remains shut down since March 2004.The single largest Coca-Cola bottling plant, in Plachimada, Kerala, remains shut down since March Panchayat refuses to re-issue license to operatePanchayat refuses to re-issue license to operate Coca-cola appeals against the panchayatCoca-cola appeals against the panchayat Some significant rulings by the High CourtSome significant rulings by the High Court

Session - III Community Relations3 Communities against Coke Practices in India – A community Relations Case study Mehdiganj, Uttar PradeshMehdiganj, Uttar PradeshMehdiganj, Uttar PradeshMehdiganj, Uttar Pradesh –Uphill battle for the local communities –Declining water level and non payment of compensation –Communities at the receiving end –The hunger strike –The communities unite against coca-cola

Session - III Community Relations4 Communities against Coke Practices in India – A community Relations Case study The demands by the communities: –They must permanently shut down the bottling facilities in Mehdiganj, Kala Dera and Plachimada. –They must compensate the affected community members. –They must recharge the depleted groundwater –They must clean up the contaminated water and soil. –They must ensure that workers laid off as a result of Coca- Cola's negligence are retrained and relocated in a more sustainable industry. –They must admit liability for the long term consequences of exposure to toxic waste and pesticide laden drinks in India.

Session - III Community Relations5 Community Relations Understanding Community Relations:Understanding Community Relations:  Community, as a term earlier confined to ecology and environment  Business an ‘organism’ operating in environment The Definition:The Definition: Community relations, as a PR function, is an institution’s planned, active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community

Session - III Community Relations6 Community Relations Social responsibility in the communitySocial responsibility in the community Acceptance by organizationsAcceptance by organizations Direct communication with the communityDirect communication with the community The Three skills requiredThe Three skills required Determining what the community knows and thinks about the organization,Determining what the community knows and thinks about the organization, Informing the community, the organization's point of view, ANDInforming the community, the organization's point of view, AND Mediating between the organization and the community, should there be a notable discrepancyMediating between the organization and the community, should there be a notable discrepancy

Session - III Community Relations7 Community Relations Community Relations ExpectationCommunity Relations Expectation  Appearance  Participation  Stability  Pride

Session - III Community Relations8 Community Relations Diverse public for community relationsDiverse public for community relations –education –Health –Old age houses –Religious institution –Cultural organization –Sports –Social issues

Session - III Community Relations9 Community Relations Program Opinion and research are crucial to study which affects the businessOpinion and research are crucial to study which affects the business Fund raising is at the core to plan community relations program. The 5 step guide to raise fund:Fund raising is at the core to plan community relations program. The 5 step guide to raise fund: –Identify campaign objectives –Organize fact finding –Target Community Leaders –Communication plan –Review and evaluation

Session - III Community Relations10 Conclusion Organization must be responsive to the needs and desires of their communityOrganization must be responsive to the needs and desires of their community The involvement of top management is essentialThe involvement of top management is essential It is the role of PR to see that organization and community co-exist peacefullyIt is the role of PR to see that organization and community co-exist peacefully

Session - III Community Relations11 THANK YOU By:By: Ananya M Mehta Asst. Professor, PR & Events, Symbiosis Institute of Media & Communication, Lavale, Pune – 42. (Maharashtra)