Get out, and take your PR with you!

I read that in the aftermath of the riots in Los Angeles—following the Rodney King trial—in spite of all the wide-spread destruction, arson and looting, none of the local McDonald’s restaurants were touched. When asked about it, their spokesperson pointed to the years of community relations efforts by the company.

There’s a valuable lesson there. When a time of crisis comes, it’s too late to take an ad in the newspaper (“Please Don’t Burn Down Our Building”) and there’s not enough time to put together a marketing brochure (“Ten Reasons NOT to Burn Down Our Building”).

One of the most vital parts of a proactive PR program (Remember, that’s part of our definition of PR) involves community relations, which is simply practicing good “relations” where you live. The goal is to be perceived as an active, interested and invested member of the community. On a practical level, it’s making and keeping friends in the neighborhood where you do business or provide services. (That’s the whole relationship aspect of our definition again!)

I’ve taught PR workshops to small business owners all over the country and I believe most companies have a conscience; they see their role as more than just sales. But there seems to be two distinct disconnects between the “good intentions” and actual involvement. The first is the standard: wanting to do good but never actually doing anything. (As we know, that’s the classic paving material to you-know-where!)

Second, there’s the gap between doing the good works, but never actually telling anyone about it. What is your company/organization doing that others might not know about? Are there employees on your team who run marathons for worthy causes? Does you company routinely host blood drives, build homes for the needy, collect toys for the underprivileged? These are the kinds of activities that can boost your image and reputation with your community and with your neighbors. Are you publicizing these good deeds? Don’t forget, the primary function of public relations is communication; nothing is accomplished by wishing, telepathy or ESP.

Do your homework, then do your part

If your company is not doing something, you should think about getting involved quickly. Beyond the “four walls” of your business, there’s a world that could use your help. What are the needs of your community? If you don’t know, find out. Charities are often looking for volunteers or even board members. Consider becoming an event sponsor for a local fundraiser. What about a food drive at work? You might be too busy to coach a little league team, but could your company sponsor one of the teams?

Community service is like a bank account: you make regular deposits and it grows. The balance is goodwill from those in the community where you live—which could be locally, nationally or world-wide. Unfortunately, you never know when something bad might happen—a disgruntled employee talks to the media, one of your products is found to be defective, accusations of financial impropriety surface—and you will need to draw on that “goodwill” account. Your reputation can sustain a hit if you’ve built it over time by making regular and consistent deposits of good, supportive community involvement.

Community service or Self Serving?

When you do good, it’s acceptable to let others know. (As a PR professional, I would advice that it’s mandatory.) While you don’t want to appear to be “tooting your own horn,” at the same time, if you don’t talk about it, how will people know? Your community involvement can serve as an example for others to get involved as well. This can be done using news releases, but should also include your company Web site. Let your customers (and any other interested party) know that there’s more to you than just “business as usual.”



Some might see community relations as a diversion to business. (“It takes time away from the office, when I could be selling.” ) But be assured: the time you give will enhance your business/organization, improve your reputation and build loyalty in your employees, who will feel they are doing something good. In the end, it might even change a little part of your world. Is it possible to put a price on that? (Ask McDonald’s after the L.A. fires!)