best practices public relations Give Your Business a ‘Heart’! lenFARIAS
Len Farias is the president of CMIT Solutions of Brevard County, a leading provider of information technology (IT) management and professional services to small businesses in Brevard.
Adding to Your Company’s Community Value
Never underestimate the value of a strategic community relations program for your business. It can mean the difference between the success and failure of your brand locally. It’s that simple.
In the past, businesses
might have participated in programs to simply donate to a charitable cause of their choice in their community. Today, more businesses realize that financial contribu- tions alone do not equate to a perceived “value” in communities. More businesses today
“get it” that community involvement is directly tied to success in their market. Those supporting local organizations with active participation and an ongoing presence at local events – are more success- ful than those who do not.
Discovering What’s In It For You Typically, the first reaction from most businesses considering
community involvement programs, no matter the proposition, is: “What’s in it for me?” They might say they can’t afford the time or money to invest in community relations. Instead, the answer should always be “you can’t afford not to.” Community relations builds brand awareness and gives
business and emotional tie to the community it serves. Businesses can pick from a long list of charitable organiza-
tions to find an organization that best reflects its core values. Examples include disease prevention ranging from cancer to diabetes, legal aid or literacy programs.
82]JULY2010
spacecoastbusiness.com In today’s ever-changing consumer marketplace, consumers
are looking for more than just a quality product. They are in search of a differentiating factor between two well recognized brands, and often, it’s the chosen cause the brand has linked to that becomes the tie-breaker.
Case In Point A strong example of a national philanthropic program in 1997
involved Coca-Cola donating 15 cents to the Mother’s Against Drunk Driving foundation for every case bought during a six- week promotion. Coca-Cola had appointed 400 Walmart stores as the driving force of this promotion. As a result, not only did the Mother’s Against Drunk Driving foundation receive a hefty
Businesses should conduct their own CAUSES are MOST VALUABLE to their potential customers. research into what
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