What is community relations?

My definition of community relations is ‘a series of mutually beneficial business partnerships with one or more stakeholders, which enhance the company’s reputation as a good corporate citizen’. Parterships can be either a local, regional, national or international basis, but, the majority of community relations programmes are usually focused on either where the company’s headquarters is located, or around one or more of its operational sites.

The stakeholders are represented by the company’s target audiences (customers, media, suppliers, employees, trade unions, politicians, local government representatives, community organizations, key opinion formers, shareholders, educationalists, environmentalists) and it is vital for the long-term future of your company that they receive the correct messages and understand the reasons for/consequences of your actions.