The Communications Case for a Focused Community Relations Strategy
Throughout the years, companies and organizations of all sizes have looked to Hodges to help make sense of their community relations approach and deliver a smart, relevant strategy that can be brought to life in many ways.
Whether we’re starting fresh or reviving an existing strategy, we frequently encourage clients to consider focusing efforts on only a few causes. For some, this news can feel daunting, and for others the narrowing down is a relief.
Let me explain.
Many big brands have already moved in this direction. Think: Ben & Jerry’s; Kroger and hunger; Patagonia and environmental activism.
In our experience, it’s the mid-sized businesses that find themselves the most “in the weeds,” with small to large donations going in every direction to almost anyone who asks. Evolving from this approach and leaning in to only a few causes may initially feel unsettling.
This is when we assure clients that identifying the causes that are right for your organization is easier than it may seem – and usually, the answer is right in front of you. It lives in your values, your business, your employees and the community. An audit of these areas will lead you to an opportunity that aligns with your brand and will allow your company to make a difference doing something that’s both meaningful and unique.
There are a variety of well-researched bottom-line reasons to invest in community relations, including improved employee morale, customer loyalty, increased revenue and more.
I’m here to make the case for a focused community relations strategy.
A rally cry for stakeholders
This is a big one for employees but also something that connects with customers. When you identify what it is you stand for, it’s a key message that reverberates throughout all your communications. A sense of pride is built among employees, especially as results begin to come in and grow from there. Equip employees with the purpose behind the strategy and the data to show results.
Measurable impact toward the goal
Giving to 137 nonprofits and causes throughout the year may sound great, but did you make an impact? What if all that effort was directed toward one issue that could be measured and celebrated internally and externally? Imagine the possibilities.
A way to decline
It’s always hard to say no when a request is received – and it’s even harder when there is no explanation to explain your rationale. When a company commits to a focus area, they automatically have a genuine reason to pass on donations and sponsorships that fall outside the strategic focus areas.
Stronger partnerships with aligned nonprofits
The opportunities are limitless when working with a nonprofit that serves your focus areas. Together, a brand and a nonprofit can collaborate on unique and different ways to serve your brand’s purpose and make a difference.
A caveat we often recommend is saving a percentage of your community relations budget (10-15%) for important, local causes that may fall outside of your focus areas. A community relations strategy should be agile enough that it can be adjusted to help backyard causes and social issues that arise.
An important note for anyone in a community relation decision-making role, the first thing we like to remind them is that having a community relations approach is undoubtedly a good thing and seeking to improve it is admirable. Your head and heart are in the right place. Our job is to make sure the strategy is one that’s in line with the brand’s values and making a measurable impact.
Hannah Robinson
Hannah is one of our media and community relations experts, approaching her work with her full heart and soul. In addition to her public relations skills, she is already a seasoned voice artist and admits to a special talent for memorizing song lyrics.
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