Lecture #12
In Class Assignment #7
 List 5 ways that a fashion organization could be
involved in their community?
Community Relations
 In the 21st century organizations know that they must
work with the communities in which they operate.
 Organizations often choose to help nonprofit
organizations.
 During times when the economy is rough, and
corporate spending is low, nonprofits must go hard to
earn contributions from big corporations.
Community Relations
 Organizations must participate with and give back to
the communities they operate in so that they can solve
today’s societal issues.
Community Social Responsibility
 The workforce is becoming more diverse.
 As employees enter the work arena with different
backgrounds, educations, ages, genders, races,
ethnicities, physical abilities, religious beliefs,
orientations, and other differences, it makes
organizations work much harder to communicate with
all of their employees.
 More and more organizations are recognizing their
responsibilities to the community: clean air, water,
providing jobs to minorities, helping the interests of
all employees, and increasing the quality of life.
Corporate Charity
 2007- over $306 billion in charitable contributions
 Nonprofits rely on corporate contributions, when the





economy goes down, so do contributions.
Corporate leaders have begun taking public stances on
confronting societal challenges.
Volunteerism is also considered a charitable contribution.
Often used in place of monetary contributions.
As more corporations give to their charities, they feel they
should be a part of them, as well.
More corporations are volunteering with the groups they
give to.
Milton Friedman
 Believes:
 Corporations have the responsibility to make money and
sell products, so that they can hire individuals. It is the
individual’s responsibility to serve society though
philanthropy.
Community Relations Expectations
 Three expectations:
 Determine what the community knows/thinks about the
organization.
 Informing the community about the organization’s point
of view.
 Negotiating between the organization and the
community and its constituents if there is a significant
discrepancy.
What the Community Expects
 Communities expect wages, jobs, taxes, etc. But they
also need other things as well.
 Appearance- hopes that the organization will contribute
positively to the life in the area. Focus on beautification
and don’t pollute.
 Participation- organizations are expected to participate
in community affairs; parks and recreational activities,
welfare, education

Many retailers help nonprofits by participating in fundraisers,
helping with cleaning, and also do holiday contributions
similar to adopt a family.
What the Community Expects
 Stability- if an organization fluctuates from the
number of employees, amount of volume the
organization completes, and taxes paid, it will impact
municipal services, school sizes, public facilities, and
tax revenues. Communities prefer to have
organizations that do not fluctuate much in order to
keep these other numbers stable.
What the Community Expects
 Pride- An organization that can help put a city on a
map is preferred by most communities. These
organizations help build towns and cities.
 Bentonville,ARK- Walmart, Fort Wayne, IND- Vera
Bradley, Hershey, PENN- Hershey’s Chocolate
 Think of almost any big college town. Would people
know where they are if the colleges did not exist?
What Organizations Expect
 Organizations also expect to gain something in return
from their communities.
 Good Municipal Services
 Fair Taxation
 Good Living Conditions for Their Employees
 Pool of Qualified Labor
 When these cannot be provided, organizations move
locations.
Community Relations Objectives
 Winning community support can be a difficult task.
 Many communities want to receive help from
corporations, but do not want to feel the pressures of
any dominance.
Community Relations Objectives
 To tell the community about the operations of the
organization- products, number of employees, size of
payroll, tax payments, employee benefits, growth.
 To correct misunderstandings- reply to criticism, and
remove any concern.
 Gain favorability of the community- particularly
during strikes by stating the company’s position on the
issue.
Community Relations Objectives
 Inform employees and families about activities and
developments- employees are likely to tell others,
which helps create a positive opinion of the
organization.
 To inform people in local government- contributions
to local welfare and obtain support from legislation
that will have a favorable affect the business.
 To find out what residents think about the
organization- why they like or dislike policies and
practices, how much they now about the
organization’s problems.
Community Relations Objectives
 To establish a personal relationship between
management and community leaders- inviting leaders
to make visits, meet management, and see employees
at work.
 To support health programs- through both funds and
employee services.
 To contribute to culture by providing funds for art
exhibits, concerts, and festivals, and by promoting
attendance to these events.
Community Relations Objectives
 To aid youth and adult education- administrations
working to mentor students, provide internship
opportunities, providing guest speakers from the
organization.
 Encourage sports and recreation- providing sports
fields, tennis courts, and swimming pools, as well as,
sponsoring sports teams.
 Promote better local and community governmentencourage employees to run for public office and serve
on administrator’s boards.
Community Relations Objectives
 To assist local economy- purchase operating supplies
and machinery from local organizations when feasible.
 Operate a profitable business so that it can hire, retain,
and pay workers so that they can go out at purchase in
the local economy.
 Cooperate with other local organizations to advance
economic and social welfare through joint community
programs.
Diversity of Community Relations
 38 million Americans are foreign born.
 Latinos- largest minority group, 45.5 million
 41 million blacks
 15 million Asians
 Women were once a minority in the PR field, now they
dominate the area.
 Organizations must be sensitive to minority groups.
 Must offer equal pay, promotional opportunities and
equal rights in the workplace.
Diversity of Community Relations
 Women:
 Head large corporations
 Have climbed into middle and upper-management
positions
Diversity in Community Relations
 Hispanics:
 Fastest growing minority in America
 Becoming a stronger voting population
 Spend nearly $400 billion a year
 Huge media consumers
Diversity in Community Relations
 Blacks:
 Slowed in growth since recent years
 Blacks have a much lower household income- $35,000
vs. $60,000
 Disposable income has increased in recent years, over
$700billion a year
 The field has failed to attract African Americans
 Efforts have been made to attract diversity in the PR
field, includes the D. Parke Gibson Award.
Diversity in Community Relations
 Asians:
 15 million- mostly in California
 They have gained new status as consumers
 Life has been much harder on Muslims since the attacks
of 9/11
Diversity in Community Relations
 Gays:
 12-20 million Americans
 16 LGBT characters appeared on television network
programs
 Some organizations offer benefits and protections to
LGBT employees
 Increase of gay themes in advertising
 Attitudes toward gay people are changing
 Household income is nearly 6 times higher than
national average, higher discretionary income.
Diversity in Community Relations
 Senior Citizens:
 Important community for those working in PR
 As the population grows older, it becomes more
important to focus on them as consumers, voters, and
opinion leaders.
 PR professionals must realize that this group deserves
specialized treatment and targeted communications
Working with Nonprofits
 Nonprofit organizations serve the cultural, social,




educational, and religious needs in their communities.
This is a primary sector for public relations
professionals.
Hospitals, schools, trade associations, cultural
organizations, chamber of commerce, welfare
agencies, religious institutions, and many others.
Nonprofits seek to earn public support of their mission
and programs through effective communication.
They also seek to broaden their volunteer base.
Public Relations Function in
Nonprofits
 Because nonprofits do not have a lot of resources for
key activities, especially in times when the economy is
rough, public relations professionals are hired and
serve as the master of many functions.
Public Relations Function in
Nonprofits
 Positioning the Organization: nonprofits must stand
out because they are all competing for the funds or
community organizations. To stand out, the
professional must ask several questions of the
organization.
 What position do we have, who are we?
 What position do we want?
 Who else is out there and what is there position?
 Do we have the funds to get us where we want to be?
 Can we stick it out over time?
 Do all communications line up with each other?
Public Relations Function in
Nonprofits
 Develop a Marketing/Promotional Plan: often the PR
professional serves as the marketing, advertising, and
promotional director of the nonprofit.
 Must market the nonprofit: raise respect, profile, and
support.
 Must plan the audience, messages, and vehicles for
those messages
 1. Plan
 2. Define Issues
 3. Build Strategies
 4. Frame Issues
5. Develop Talking Points
6. Choose Spokespersons
7. Develop Comm. Materials
8. Target Messages
Public Relations Function in
Nonprofits
 Media Relations: because most nonprofits lack resources
for advertising, they must seek out “free” media by reaching
out to the media.
 Talk Radio- extensive audience
 Cable Television
 Op eds.- opinion editorials done by nonprofit executives—get
nonprofit points of view across to influential individuals
 Cable Access- community channels are generally willing to
provide opportunities for nonprofits
 Web Access- internet provides limitless chances for
nonprofits to spread their word.
Public Relations Function in
Nonprofits
 Supporting Fundraising: nonprofits depend on
donors/members for support.
 Fundraising- the need to raise money to support
operations. It is part of every nonprofit.
 Nonprofits cannot exist without a source of private
funds.
Public Relations Function in
Nonprofits
 Fundraising campaigns should include:
 Identifying Campaign Plans and Objectives: financial targets
set, goals set, target for getting funds.
 Organize Fact-Finding: relative trends that might affect
giving- events taking place on the same date, economy, recent
natural disaster relief, etc.
 Recruit Leaders- best campaigns have strong leadership.
 Plan and Implement Strong Comm. Plans- publicity and
promotions are crucial. Special events should have
local/national celebrities
 Periodically Review and Evaluate: review the progress of the
campaign, strategies and techniques.
Final Thoughts
 PR professionals must be aware of the diversity within
the organization and community they work for.
 Just as you expect things from the community you
operate in, they expect the same; fair wages, jobs,
stability, good air and water.
 The PR professional often plays many roles in
nonprofit organizations.
 One of the most important elements of a PR
professional working for a nonprofit organization is
fundraising.
References
 Seitel, F.P. (2011). The Practice of Public Relations.
Prentice Hall: Boston.