A good community relations strategy can do wonders for your brand and local people, but it is something that is often overlooked.
Here, PR Account Manager Lauren Alcock discusses the importance of community relations – and why it should be an integral part of your PR strategy.
Community relations is a key part of the marketing mix.
For any business, establishing and maintaining effective communication within the local community is so important in building a positive brand reputation and raising awareness of who you are and what you do.
Before putting together a community relations plan, it is important to understand your business’ role in the local area and the value it can offer.
- What organisations operate in the area? Are there any initiatives or local events to get involved in?
- Look at local schools, church groups, societies and sports teams. Are they looking for donations, volunteers or sponsorship?
- Are there any local charities or not-for-profits that your business or your employees are keen to support?
It is important to get the whole team involved in these discussions so everyone can input. The key to an effective community relations strategy is team participation, so getting employees involved from the start helps to keep everyone engaged.
Then, once the background research has been done, you’ll be in a better position to start building connections. But where is the best place to start?
Charities – specifically smaller, more localised ones, are calling out for support.
Many are unfortunately still feeling the effects of lockdown and loss of donations due to the ongoing cost of living crisis.
Businesses don’t need to donate lots of money to make a significant impact. Organising fundraising events, donating items or providing volunteers are some ways employees can help.
Using social media platforms and company events (such as golf days or team events), advertising or giving them the opportunity to get in front of your clients/customers can attract more supporters.
If there is ever any opportunity to raise money for a local charity, do it!
Businesses that offer a trade – such as those working in construction – can help by volunteering their services in the local community.
Recently our client Cora, a housebuilder based in Northamptonshire, helped with decorating and fixed a leaky roof at primary school near to their development in Market Harborough. This helped them build relationships with the school and raise their profile in the local community – as well as securing some coverage in the press.
Donating to food banks, participating in charity events and sponsoring local initiatives such as a carnival or fun run, are also great ways to get involved.
The benefits of community relations, if done right, can be significant for your business.
Active participation in local groups is a great way to raise awareness of your brand locally. It enables you to build relationships with influential contacts such as councillors, community leaders and journalists and reinforce your business objectives among the people closest to you.
Networking and supporting fellow businesses can help forge partnerships and attract new clients and customers.
It can also get you in front of residents and build their trust.
From a PR perspective, the local press love positive community stories – and so do award organisers, who regularly put on categories based on philanthropy and corporate social responsibility (CSR). Both are great ways to get your business’ name in front of new audiences.
The beauty of community relations is that the opportunities and benefits it can bring to both businesses and local people are endless.
That being said, putting together a strategy and managing its successful implementation can be quite time consuming and easy to put off.
This is where we can help.
If you’d like to have a chat about how we can help build a community relations strategy for your business, please call us on 01473 276126 or email me on lauren@prominentpr.co.uk.
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