You’ve heard the saying: ‘People want to do business with those they know, like and trust.’ Well, taking an active interest in the well-being of your community is a great way to get people to know, like and trust you.
76% of millennials consider a company’s social and environmental commitments before deciding where to work or what to buy.
PORTER NOVELLI
Effective community relations goes beyond writing a check – making a genuine commitment to supporting issues and causes that align with the mission of your company will create the most meaningful impact.
So, what can your company do to build meaningful and impactful relationships with your community?
Engage in Community Service and Volunteering
Organize volunteer programs that encourage your employees to dedicate their time and skills to local community projects and non-profit organizations. This could be done independently or by hosting company-wide community service days, where employees participate in activities such as cleaning up parks, building houses, preparing and serving meals, supporting local schools, or visiting hospitals and care facilities.
Example: Sherwin-Williams National Painting Week was an award-winning community relations campaign that I had the honor of working on. “National Painting Week was a chance for thousands of Sherwin-Williams employees across North America to help hundreds of locations in need of a fresh coat of paint. Community centers, parks, and historic landmarks all received makeovers, donations of paint and supplies, and plans to give back throughout the year.”
Invest in Community Development Projects
Fund or participate in the development and renovation of community infrastructure – such as parks, playgrounds and community centers – and support local education through scholarships, mentorships and programming.
Example: Alexandria, Minn. is a small town with a big heart. Businesses have come out in droves to support the much-needed renovation and expansion of our local community center, which has been heartwarming and inspiring to witness. I am honored to play a small role in this important project that will undeniably benefit our entire community.
Promote Environmental and Social Responsibility
Implement sustainable practices that reduce your company’s environmental footprint and support projects like tree planting, recycling programs and clean-up drives.
Promote diverse, equitable and inclusive practices and support organizations that do the same.
Example: In my opinion, Minnesota Wild is the gold standard for meaningful and impactful community relations. I could write a novel on the many ways this organization has positively effected our family and community. (Perhaps I should.) Among the most important is its support of Hendrickson Foundation, an organization that creates exceptional opportunities for adaptive hockey players. “The Minnesota Wild have pledged to use our powerful platform to create a greater sense of community. By using that platform throughout our community, we strive to create a State of Hockey that is more diverse, equitable and inclusive.”
Never underestimate the power of building meaningful and impactful relationships with your community. Not only does it feel good to do good, it’s just good business.
KIMBERLY ALBERT
Kimberly Albert is a passionate and experienced public relations consultant based in Alexandria, Minn. Her work on behalf of clients – ranging from Fortune 500 to small businesses – has won numerous awards, including a PRSA Silver Anvil of Excellence and SABRE Award by Holmes Report. Kimberly earned a master’s degree from the University of Minnesota Hubbard School of Journalism and Mass Communication, a bachelor’s degree from the 3M Center for Business Innovation at St. Catherine University and an Accreditation in Public Relations from the Public Relations Society of America.
