GGSR CHAPT 8

• Community relations


  Within the context of commerce
• The importance of having good relationships with the different communities that brands or companies have
• What should not be done by the company to avoid hostilities with the local folks
• How can we reach the community and who are the best channels to communicate with
• Community questions


  • What does the company need from the community and what do the companies' expect from the community?
  • What will the company do and will they cause problems or opportunities for the people?
  • What will the company bring to the community? Will they be beneficial?
  • How will they mesh with the culture that the company has?
  • How can the community be protected from possible exploitative practices of the company?
• Community


  Members of a collective (group) that share a common or shared identity
• Each community has its own perspectives and interests, and the collection culminates in the overall expectation of the community</b>
• Ideals shared by communities

  • Peace and peaceful living
  • Pollution free environment
  • Job opportunities
• Macro perspective


  The government or state power can be viewed and felt as one of the primary gatekeepers of a bigger area with the implementation of law and order
• Large companies get approval from the government and the community members have the power to influence and overturn their decision
• If corporations that moves in will be detrimental and does not share the community ideals, communities can go against and stop them from conducting business within their space
• Incidents of conflict


  • Telecommunication companies putting up cellular sites
  • Factories dealing with hazardous chemicals intending to move to rural areas
  • Malls dominating wet and dry markets
• Dole-outs


  The primary tool for community engagement, money was utilized as the only way to every community's heart
• Access to the community

  Done through "balloons and t-shirts" based on the projects that were conducted
• After the 80's the free market philosophy gave rise to a new era of community relations by enticing companies to increase their involvement with the public and support non-governmental organizations
• Business owners saw the need to create to serve and manage the expectations of customers, employees, shareholders and communities
• Businesses also saw the need to organize creating associations to consolidate the efforts of the communities
• The Philippines pioneered the establishment of the PBSP (Philippine Business for Social Progress)


  • Where the top corporations gathered to conduct a unified front to alleviate poverty in the country
• Why is there a need to be involved?

  With the advent of information technology and globalization, consumers became aware and conscious of companies and brands' values, they are no longer mindless or passive consumers, they are meticulous judges of a company
• Many see the importance of trust, values and responsibilities
• The trend, fueled by non profit organizations and advocacy groups asked companies to be accountable and responsible for their actions that directly affect communities, environment, and public safety
• Technology was instrumental to the push, slowly companies had no choice but to accept the new norm giving birth to socially responsible corporations
• Cause Marketing


  It highlights the causes that companies support through tri-media such as print, television, and radio including the internet, focusing on the cause is an effective call to action, not just for the cause, but is also a good too to utilize the subconscious awareness to the brand by association
• Social Marketing


  This targets consumer behaviour indirectly by tying the cause to the purchase of the product or service. This is done by tying the transaction to the supported cause, like giving away a portion of proceeds through the sale of a certain product or promoting green practices by using a certain product that the brand has under its line
• These are small instances that leaves some in bad taste, as any see the act as manipulative, and insidious regardless of the cause they are championing
• The truth is this practice is widely used by global businesses, has widened in scope and used throughout the years
• With the wide use of the internet, information transparency has reached an all-time high, thus consumers, businesses and communities have reached a higher level in partnerships, and produced value across for everyone
• 3 Simple Philosophies Used in Establishing Relations with the Community

  • Create sustainable community links
  • Know the needs of the people
  • Aim to improve the community
• Create sustainable community links

  • Have a long-term timeline in mind
  • Meaningful connections demand time, effort and commitment to create trust
  • Have a constant working relationship with the community as it is essential in making the company grow and the people in it, as it creates opportunities for partnerships with the community and the local government unit
• Know the needs of the people

  • Be sensitive to the plight of the community, as it bolsters the bond between the company and the community
  • Immersing with the people shall give a different perspective and information which is necessary to foresee trends and problems that may arise in the future
  • Anticipate spaces for growth will add value to the company while creating contingency plans that will help ensure the future of the business and the well being of the employees
• Aim to improve the community

  • A new company's operation has vast repercussions and ripple effect on a community's way and quality of life
  • Disruptions may happen due to operations could endanger the community or processes that may prove toxic to the environment and affect their health
  • If the companies are not keen on the details related to the possible effects of their actions and operations, there is a possibility of having a strained relationship and destroy the trust between the company and the community
  • Companies should ensure that their "practice" is in line with the community and developing community support programs that aids in improving the welfare of the people
• Types of Communities Around the Corporation

  • Fenceline Community
  • Site community
  • Interest communities
  • Impact Community
  • Employee community
  • Cyber community
• Fenceline Community


  They live near the site of the Company, the first to be impacted by a company's operation, they should be the priority
• Site community


  The town or city where the community is operating. They are one of the most important pillars because local government have the power to allow or stop its operation if it violates the interest of the constituents, laws, policies and ordinances that must be followed by all companies' at all times and maintain good working relationship with its leaders
• Interest communities


  They are communities made up of individuals that share a common intent or goal. Common interest share mores and norms that are parts of advocacies that they champion
• Impact Community


  They are outside the geographic location but nonetheless affected by a companies' operations. An example is remote warehouses where goods are dropped-off inside the company's control and management
• Employee community


  The community of the employees, their welfare needs to be ensured and their relations with the communities
• Cyber community


  • A virtual community, one of the fastest growing, refers to internet users, social media, and other platforms that are used by brands
  • Since there is no hierarchy, it is highly decentralized, Its complexity falls within the hands of media managers and forum moderators, that can influence the flow of information and interaction between users