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Establishing a positive relationship-one that will induce a corporation's neighbors (or communities) to understand and accept its goals and activities-is the major responsibility of the community affairs or relations function. To maximize effectiveness, a community affairs or relations program is one which:
- Recognizes that a positive and continuing relationship is one in which both the corporation and the community benefit
- Recognizes and is sympathetic to the concerns and problems of both.
- Establishes a relationship of trust and understanding between the corporation and the community.
- Assists the corporation in realizing its objectives of survival and profitability while being sensitive to the needs and concerns of the community.
The terms community affairs and community relations often refer to the same department or function, and I will use them interchangeably throughout this article. But ifs important to know that in some corporations, two distinct departments may exist, each with its specific responsibilities.
For example, the community affairs department may have responsibility for relations between the corporation and its neighbors-both in its hometown and throughout its home state. The community relations department would then be responsible for relations between the corporation and its many "publics" or audiences beyond its home state. This is simply one example of how both departments may exist in the same organization.
Keeping in mind that the various activity areas may be different from organization to organization, basic areas of responsibility for the community affairs function include:
1. Corporate Image Management
This involves ensuring that image-related goals or objectives are established and that appropriate strategies are developed to accomplish them. The basic task involves two fundamentals: identifying the desired perception of the corporation in the community and identifying the real, existing perception of the corporation in the community. The community affairs function is responsible for ensuring that the community's perception of the corporation is in line with how the corporation wants itself to be perceived. I'm generalizing, of course-any large corporation or organization will probably have its detractors, whether justified or not.
Community affairs activities are directed at the leadership or people of influence in a community, the significant organizations or associations within a community, and the general community at large. The various strategies and programs designed to create and maintain a positive corporate image will depend on the corporation's existing and desired perception in the community.
2.Primary Point of Contact
The community affairs function is the community's point of contact or access to the corporation. One of the main criticisms of any large corporation is how hard it often is to "get to the right person." Community Affairs serves as a contact and communication point, allowing the community to approach the corporation with ideas, proposals, questions, requests, and complaints. Additionally, Community Affairs ensures that appropriate corporate representatives are visible and meaningfully involved in organizations and activities throughout the community.
Community Affairs' staff is assigned contact people and organizations within the community and is responsible for frequent contact with these individuals and groups. The purpose of these meetings or contacts is two-fold: to share information with the community about the corporation and to learn what is going on within the community. Receiving information from the community is very important, as it allows the corporation to identify opportunities or problems at an early stage. Once the information is received, it can be analyzed as to its potential positive or negative impact on the corporation.
3.Organization or Association Involvement
Organizations and associations at the local, state, and national levels offer a corporation the opportunity to create and maintain friendship and support with influential contacts. Community affairs may be assigned to develop and maintain these contacts at any or all of these levels. Beyond simply maintaining contact, the corporation may elect to more actively participate with the association or organization-advertising in an organization's local, state, or national publication, hosting receptions or hospitality suites, presenting awards, and giving away promotional items at the organization's meetings are all examples of this type of involvement The extent of a corporation's involvement with various organizations or associations is often determined by the business nature of the corporation. Typically, those with a product to sell, one for which name recognition is especially important, participate with organizations at the state and national level.
4.Corporate Philanthropy
Charitable contributions from corporations to worthy nonprofit organizations will often be managed by the community affairs department. Given changes in the role that government has played in funding these organizations, corporate America is increasingly being asked to provide resources to ensure their continued existence. Community Affairs is challenged to channel limited funds designated by a corporation for philanthropic purposes in the most effective manner for both the community and the corporation.
5.Support Services to Subsidiaries/Wholesalers/Field Staff
Community affairs will be asked to share expertise and information with other staff people in the same organization or with other businesses owned by or closely related to the corporation. If a corporation has a viable community affairs function, the expertise gained through their experience can be very valuable to other related business operations. The old saying "why reinvent the wheel" applies-community affairs staff can provide needed direction, consultation or program support to these entities in their respective local communities. Often this support is provided by the development of a "Community Affairs" or "Community Relations" manual or handbook, generally a "how-to" manual designed to provide direction for getting involved in their local communities.
6.Local Involvements/Promotions/Special Events
Every community has festivals or local events that it considers particularly important. These may present opportunities for the corporation to tie in with the activities and heighten corporate recognition and image in its community. The community affairs function will typically direct and manage the corporation's involvement in this activity. Often these events are connected with a fund-raising activity that is important to the local community.
A good example: an event sponsored by the local chamber of commerce to raise operating funds. By participating in such worthwhile causes, the corporation has the opportunity to gain favorable visibility and recognition at the local level by being identified as an involved and helping party willing to use its resources for the good of the community.
7.Speakers' Bureaus
A fairly recent phenomenon in the business world is the growth and proliferation of corporate speakers' bureaus. The speakers' bureau consists of a group of employees-normally volunteers at various levels throughout the organization-who present speeches to a wide range of audiences. Topics may or may not be directly relevant to the business operations of the corporation they represent The purpose of a speakers' bureau is to create positive awareness for the corporation in its home community by making its employees visible before a wide range of community audiences.
It should be noted that some speakers' bureaus involve only select management personnel and very specific messages are intended for each speech. Others use a wide range of employees and allow them to speak on topics not related to the specific operations of the corporation. The thought here is that the corporation will get recognition by allowing the employee to participate as well as benefit through a question and answer period following most speeches.
8.Volunteer Programs
Almost any community has a need for volunteer support. Charitable organizations, chambers of commerce, and local civic and fraternal organizations all need people who can help them function. This offers an excellent opportunity for corporate involvement that will both help the community and provide recognition and visibility for the corporation. In larger corporations, the community affairs function manages its volunteer program.
The above eight areas by no means cover the entire spectrum of community affairs activities, but do represent a broad range of activities that many community affairs' or relations' functions perform. The various responsibilities of a community affairs department may be determined by the needs of the corporation, the nature of its business, the type and size of the corporation's local community and the commitment on the part of top management to be a good and responsible neighbor.
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