Methods used in a community relations programme

The methods are usually based on a combination of sponsorships, targeted donations, awards, hospitality, employee volunteering, use of facilities, seminars and involves links with areas such as the arts, sport, education, the environment, occupational health and safety, charities, youths, senior citizens, the disadvantaged, disability, heritage and numerous other categories.

Virtually anything can be sponsored provided that it is packaged in the correct way and the price asked for the sponsorship is realistic, when measured against other comparable sponsorships.

For example, a company’s sponsorship programme may be based on a wide-ranging involvement with sport, which can have added benefits of highlighting examples of teamwork, leadership and competitive excellence, and/or involves your employees.

Alternatively, a company could work in partnership with the local community to discourage crime and encourage crime prevention initiatives, especially among its employees. Many neighbourhood watch schemes produce a local newsletter and sponsorship of this could give your company the opportunity to show your employees that you are supporting a concept which helps both them and their families.