In Class Assignment #7 List 5 ways that a fashion organization
could be involved in their community?
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Community Relations In the 21 st 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.
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Community Relations Organizations must participate with and
give back to the communities they operate in so that they can solve
todays societal issues.
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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.
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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.
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Milton Friedman Believes: Corporations have the responsibility
to make money and sell products, so that they can hire individuals.
It is the individuals responsibility to serve society though
philanthropy.
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Community Relations Expectations Three expectations: Determine
what the community knows/thinks about the organization. Informing
the community about the organizations point of view. Negotiating
between the organization and the community and its constituents if
there is a significant discrepancy.
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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 dont 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.
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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.
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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- Hersheys
Chocolate Think of almost any big college town. Would people know
where they are if the colleges did not exist?
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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.
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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.
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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 companys position on the issue.
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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 organizations problems.
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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.
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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 government-
encourage employees to run for public office and serve on
administrators boards.
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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.
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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.
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Diversity of Community Relations Women: Head large corporations
Have climbed into middle and upper-management positions
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Diversity in Community Relations Hispanics: Fastest growing
minority in America Becoming a stronger voting population Spend
nearly $400 billion a year Huge media consumers
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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.
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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
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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.
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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
Slide 26
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.
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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.
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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?
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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 5. Develop Talking Points 2. Define Issues 6. Choose
Spokespersons 3. Build Strategies 7. Develop Comm. Materials 4.
Frame Issues 8. Target Messages
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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 executivesget 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.
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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.
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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.
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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.
Slide 34
References Seitel, F.P. (2011). The Practice of Public
Relations. Prentice Hall: Boston.