After reading this chapter, students should be able to:
Describe the role of the organization in a community. Knowledge of the interdependent relationship between an organization and a community by recognizing the various types of interaction between a company and the community. |
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Understand the goal of community relations. Knowledge of how an organization can match community relations objectives with the structure, strengths and weaknesses of a community. |
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Explain the processes of community relations. Knowledge of how an organization can reach different community stakeholders with the most effective message and media vehicle. |
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Examine the nature of community relations strategies for different organizational scenarios. Knowledge of how an organization can prepare community relations strategies for dealing with situations such as a company entering a market, leaving a market, dealing with political issues and corporate philanthropy. |
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Understand the issues involving a company and cause-related marketing efforts. Knowledge of how an organization can realize the revenue, image and network benefits from cause-related marketing efforts that link a company's product and/or service with a non-profit campaign. |
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Identify the challenges facing community relations practitioners who deal with community activism. Knowledge of how an organization can strategically deal with the positive and negative consequences of community activism. |