5 Things to Know About Community Relations

It seems that every time you turn on the television you see another commercial proclaiming “we are all in this together.” Whether it’s now during the pandemic or when things return to “normal” -- giving back to the community in which you operate pays off.

1.   Research shows that socially responsible companies enjoy greater employee retention and more engaged employees. Employees who perceive their company as engaged in the community are 13 times more likely to enjoy going to work.

2.   When your business helps the community in which it operates, the community tends to reciprocate by supporting the business in return. This can be extremely helpful should your company face a permitting or zoning issue.

3.   Strive to meet real needs in the community while also creating value for your company and your brand. This doesn’t mean that you are seeking to make money through your engagement, but that you are considering how your giving will affect your brand and enhance your image in the mind of stakeholders.

4.   Design community relations program that don’t simply cut checks to organizations, but that involve employees in activities. Consider giving employees the ability to volunteer on company time. For example, Bank of America allows employees to volunteer up to two hours per week without using leave.

5.   Giving back to the community is good for business. Research shows that 85 percent of consumers have a more positive view of companies that give back.

If you want to receive national recognition for your community relations activities, apply for NAPA’s Community Involvement Award. To read more about the 2019 Community Involvement Award winners, click here.