Neighbor of Choice
The new community relations model—planned involvement that meets the needs of the community and company or organization—was a response to the realization that companies and other organizations situated in a community must obtain what Burke calls a ―license to operate.
Three Reputation-Building Strategies
- Build sustainable and ongoing relationships with key individuals, groups, and organizations.
- Institute practices and procedures that anticipate and respond to community expectations, concerns, and issues.
- Focus the community support programs to build relationships, respond to community concerns, and strengthen the community‘s quality of life.
Those three strategies are responsive to the needs of both the community and the organization. They help build the organization‘s reputation so that the organization can get along in the community day to day (as neighbors must); also, the strategies build reputational capital that can be drawn upon during the inevitable tough times, such as those accompanying plant accidents or layoffs.
Source: Reputation Management
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