Our Community is Diverse
By Michael Perini, ABC
Perini & Associates
A community is as diverse as this photo, correct?
Pronunciation: \də-ˈvər-sə-tē, dī-\
Function: noun
Inflected Form(s): plural di·ver·si·ties
Date: 14th century
1 : the condition of being diverse: variety; especially: the inclusion of diverse people (as people of different races or cultures) in a group or organization programs intended to promote diversity in schools.
2 : an instance of being diverse — a diversity of opinion.
Having note of this definition, which animal best represents you? I am the parrot as I want to “squawk†in this post about what I think is becoming a lost art in today’s techno world with serious public relations implications.
Yes, we have smart phones, radar guns, ATM machines, police scanners, electronic billboards and applications that allow one to program a TV from an iphone (yes, I have done that!) – all assisting with  quick communications! But, as great as these devices are (Comment if you think otherwise) to our community, what is the long-standing impact on business community relations?
A good community relations program helps companies establish and maintain mutually beneficial relationships. In my view, all of these technological advancements have put at risk traditional programs designed to groom good community citizens.
It’s easier to text, for example, than meet. One can “post†a position on an issue via the web vs talking to an audience “live†and getting its reaction immediately.
I’m not saying that we need to stop using communication devices in public relations activities. You reading this, and me being able to post it, is a strong benefit to our community. What I am saying is — to be successful at public relations practices — there needs to be an appreciation and a priority on community relations programs. Currently, in my view, these are taking a back seat to electronic means of personal business interaction.
The underlying principal of community relations is that when a company accepts its civic responsibility and takes an active interest in the well-being of its community, Â it gains a number of long-term benefits like community support, loyalty, and good will.
“Community involvement builds public image and employee morale, and fosters a sense of teamwork that is essential in long-term success,” Lisa Desatnik noted in the Cincinnati Business Journal.
A comprehensive, ongoing community relations program can help virtually any organization achieve visibility as a good community citizen. A small company will likely generate new business through the contacts and leads it generates in its community relations activities.
Organizations are recognized as good community citizens when they support programs that improve the quality of life in their community, including crime prevention, employment, environmental programs, clean-up and beautification, recycling, and restoration.
Some other examples  might include scholarship programs, urban renewal projects, performing arts programs, social and educational programs, children’s activities, community support organizations, and construction projects.
On a more limited scale, small businesses might achieve community visibility and engender good will by sponsoring local sports teams or other events. Support may be financial or take the form of employee participation.
Back to our group of animals in the photo. Supporting the zoo and/or a local animal shelter or two might also prove to be beneficial.
Good community relations can also be beneficial in times of crisis, such as a fire or a plant closing, by rallying the community around the affected business.
Whichever types of community relations programs are used, it is important to keep the media informed about the company’s activities. Check out our list of suggestions in the Library.
Recognizing employees who are helping the community is a great step…like taking a photo of all the “animals†and being proud of their diversity and community achievements.
Ok, I am done squawking!