Community

The Practice of Public Relations
Thirteenth Edition
Chapter 13
Community
Relations
Copyright © 2017, 2014, 2011 Pearson Education, Inc. All Rights Reserved.
Part III: The Publics
Learning Objectives
13.1 To discuss the importance of dealing with
“communities,” both geographic and ethnic.
13.2 To review the tradition of corporate social responsibility
that has uniquely characterized U.S. institutions.
13.3 To discuss the multicultural publics that populate
society, including Hispanics, blacks, Asians, and groups
beyond nationalities, such as seniors and gays.
13.4 To examine the role of public relations in orchestrating
the activities of nonprofit organizations.
Opening Example: LGBT Community
• Dealing with diverse
communities is a public
relations challenge
• A day after the Supreme
Court affirmed same sex
marriage, 125 Exxon
Mobile employees
marched in the LGBT Figure 13-1 Gay pride.
parade
Controversy
• The Washington Redskins trademark cancellation –
offensive to Native Americans
• Susan G. Komen for the Cure cancelled funding for
Planned Parenthood
• Bill, Hillary, and Chelsea Clinton Foundation, failed
to disclose information about foreign contributors
• Universities faced controversy over escalating tuition
and increasing incidences of on-campus sexual
violence
Learning Objective 13.1
To discuss the importance of dealing with “communities,”
both geographic and ethnic.
Multicultural Diversity (1 of 4)
• In 2012, more than half the children born in the U.S. were
minorities
• More recent indications are that non-Hispanic whites
account for 50.4% of the population less than one-year-
old.
• The country’s minority population increased from 32.9% of
U.S. residents in 2004 to 37.9% in 2014.
• Four states – Hawaii, California, New Mexico, and Texas –
along with Washington, D.C., are now majority-minority.
• Fifty four million Hispanics live in the United States,
approximately 17% of the U.S. Population
– Mexicans 64%
– Puerto Ricans 9%
• By 2060, Hispanics are expected to reach 129 million,
constituting 31% of the U.S. population
• African Americans, including those of more than one race,
accounted for 15% of the U.S. population (45 million
people)
• Those who identified only as African American made up
13.2% of the U.S. population (41.7 million people)
• Twenty three million Asians represented 5.6% of the U.S.
population
– Chinese 3.79 million
– Filipino 3.41 million
– Indian 3.18 million
– Vietnamese 1.73 million
– Korean 1.7 million
– Japanese 1.3 million
• Multiracial Americans = fastest growing U.S. demographic
How important is it for an organization to focus on dealing
with minorities?
To review the tradition of corporate social responsibility that
has uniquely characterized U.S. institutions.
CSR – Corporate Social Responsibility
• Social responsibility
source of pride pre-
1990s
• Give back to society
through participation in
(voluntarism) and
contributions to (financial
support) not-for-profit
organizations
• Financial support was Figure 13-2 Mighty community relations.
cut with the recession
Trends in Corporate Giving
• Charitable giving rose for the fifth consecutive year in
2014, reaching $358 billion
• Individual givers, including Bill and Melinda Gates and
Warren Buffet, are partially responsible for the increase
• The “Giving Pledge” of billionaires had 137 members from
14 nations in 2015
Corporate Social Responsibility (1 of 2)
• Giving back to one’s community is largely an American
phenomenon
• Corporate giving is becoming more focused
• Matching gifts are a high priority
• International giving is on the rise
Corporate Social Responsibility (2 of 2)
• Corporate leaders taking
active stance in
confronting societal
challenges
• Corporate contributions
depend on profits
• Millennials are aware of
and concerned about
contributions to society
(the firm’s and their own)
Figure 13-3 From this . . .
Alex’s Lemonade Stands
• Alexandra Scott, a young
cancer patient, earned a
Volvo for Life award
• She sold lemonade to
raise money for pediatric
cancer
• A year after Alex died,
the car company
sponsored Alex’s Figure 13-4 . . . to this.
Lemonade Stands
throughout the country
Corporate Giving
Table 13-1 Largest Corporate Foundations by Total Giving
• In 2013, the top 10 companies contributed approximately $1.5 billion to charity
Rank Name/(State) Total Giving ($)

1. Novartis Patient Assistance Foundation, Inc. (NJ) 452,981,816
2. Wells Fargo Foundation (CA) 186,775,875
3. The Wal-Mart Foundation, Inc. (AR) 182,859,236
4. The Bank of America Charitable Foundation, Inc. (NC) 175,299,789
5. GE Foundation (CT) 124,512,065
6. The JPMorgan Chase Foundation (NY) 115,516,001
7. The Coca-Cola Foundation, Inc. (GA) 98,175,501
8. Citi Foundation (NY) 78,372,150
9. ExxonMobil Foundation (TX) 72,747,966
10. Caterpillar Foundation (IL) 55,998,836
Community Relations Expectations
1. Determine what the community knows and thinks about
the organization
2. Inform the community of the organization’s point of view
3. Negotiate or mediate between the organization and the
community and its constituents if there is a discrepancy
Community relations are critical
What the Community Expects
• Positive contributions to the community’s
– Appearance – contribute to quality of life with
attractive facilities
– Participation in civic functions, activities, and
education
– Stability so the company can help grown with the area
– Pride that they are residents
What the Organization Expects
• Municipal services
• Fair taxation
• Good living conditions for employees
• Good labor supply
• Reasonable degree of support for the business and its
products
Community Relations Objectives (1 of 2)
1. Tell the community about the operations of the firm
2. Correct misunderstandings, reply to criticism, remove
disaffection that may exist among community neighbors
3. Gain favorable opinion of the community, especially when
there is labor unrest
4. Inform employees and their families about company
activities and developments
Community Relations Objectives (2 of 2)
5. Inform people in local government about firm’s
contributions to community welfare & to obtain support for
legislation
6. Find out what residents think about the organization
7. Establish a personal relationship between management
and community leaders
8. Operate a profitable business – provide jobs and pay
9. Cooperate with other local businesses to advance
economic and social welfare
How Not to Win Friends and Influence
Communities
1. Do you believe Dolce and
Gabbana should have
mentioned their views on
I.V.F.? Why or why not?
2. What might the impact be
on the Dolce & Gabbana
brand as a result?
3. Were you the firm’s public
relations director, what
plan of action would you
initiate to regain brand Figure 13-5 Happy family.
traction and credibility?
Learning Objective 13.1: Discussion
Question
What are typical community relations objectives for an
organization?
To discuss the multicultural publics that populate society,
including Hispanics, blacks, Asians, and groups beyond
nationalities, such as seniors and gays.
Serving Diverse Communities
• 41 million Americans (16% or 1 in 6) are foreign born
• Mexicans account for 11.6 million immigrants in the United
States
• Women, African Americans, Hispanics, Asians, LGBT
people, seniors, persons with disabilities, etc. important
members of labor force and sources of discretionary
income
Women (1 of 2)
• Labor participation among women was 57% in 2013
• Women’s earnings were 82% of men’s (up from 62% in
1979)
• 51% of U.S. workers employed in management,
professional, and related occupations
– Software developers – 20%
– Lawyers and physicians – 33%
– Accountants – 62%
– Elementary and middle school teachers – 81%
Women (2 of 2)
• Women today head large corporations from General
Motors to Hewlett Packard to Pepsi Cola
• Women represent 20% of Congress; there are five
female state governors
• Mommy tracks, mommy wars, glass ceilings, pink-
collar ghettos less prevalent
• Women climbing to middle- and upper-management
positions in PR, but make less money in those
positions than men
Hispanics
• Currently 54 million people in the United States
1
• By 2050, they will comprise of the population
3
• 77% of Hispanics reside in California, Texas, Florida,
Arizona, New Jersey, Illinois (30 million Hispanics)
• Potent political and economic force
– Voracious media consumers; TV and radio
– Hispanic buying power is $1.5 trillion
– 12 million voters
Understand the Hispanic Market
• Most U.S. Hispanics don’t think of themselves as Hispanic,
but more in terms of country of origin
• Over half of Hispanics in America are bilingual, so it is
important to speak Spanish to show respect
• Latinos are socially trendy
• Hispanics appreciate organizations that work with them
and their communities
African Americans (1 of 2)
• Grew to 45 million
• Foreign-born blacks
= 3.8 million
• Black population
diverse in terms of
customs, language,
and culture
Figure 13-6 Take my dinero, por favor.
African Americans (2 of 2)
• New York has the largest black population, followed by
Florida, Texas, Georgia and California
• Socioeconomic status improvement due to large increases
in women’s incomes
• Disposable income nearly $1 billion per year
• Buying power projected to reach $1.307 billion in 2017
Special Media for Blacks
• Black Entertainment Television is a popular network
• Local African American radio stations have prospered
• Internet sites: TheRoot.com, BlackFamilies.com,
Blackvoices.com, NetNoir.com, tbwt.com
• Black Enterprise, Essence, and Ebony are national
vehicles
Public Relations Frustrations
• The field has failed to attract sufficient numbers of African
American practitioners
• PRSA has increased outreach efforts to attract and retail
African Americans
• Attracting African Americans to the field remains a great
challenge to public relations leaders
Asians
• The U.S. Asian population totals approximately 23 million
and grew faster than any other race group since 2000.
• Since 2010, Asians have had an edge over Hispanics as
the fastest-growing racial/ethnic group, growing 2.9% from
2010 to 2103.
• Highest-income and best-educated
• Emphasize traditional family mores
• Greater importance on career and material success
Muslims
9
• Most misunderstood and put-upon public post
11
is Muslims
• 2.6 million Muslims in the U.S.; 1% of Americans
• Expected to grow to 6 million by 2030
• Bridges TV designed to “build bridges of understanding
between American Muslims and mainstream America”
ended in 2012
L G B T, Seniors, Etc. (1 of 2)
• LGBT market
– Estimated 9 million Americans
– $830 billion in buying power
– Increased acceptance results in more targeted
marketing from companies
– Mainstream media cater to the LGBT market
– Vibrant gay media market
L G B T, Seniors, Etc. (2 of 2)
• Senior citizens
– Over-50 crowd controls more than 50% of America’s
discretionary income
– 35 million members of A ARP; half still work
Question
Why do companies need to reach the Hispanic community?
To examine the role of public relations in orchestrating the
activities of nonprofit organizations.
Nonprofit Public Relations (1 of 2)
• Nonprofits serve social, educational, religious, and cultural
needs of community around them
• Primary source of employment for public relations
graduates
• Nonprofits seek to broaden volunteer participation for their
efforts
Nonprofit Public Relations (2 of 2)
• Media advocacy =
public relations without
resources
– Protests
– Marches
– Demonstrations
– Media photo
opportunities Figure 13-7 Grin and bear it.
– Stealth Internet
campaigns
Master of Many Trades (1 of 2)
• Positioning the Organization – “break a few eggs” to
achieve a clear and differentiable identity
• Developing a Marketing/Promotional Plan – raise
non-profit’s profile, respect and levels of support
• Cause-related quotient must be included in
communications messages
Master of Many Trades (2 of 2)
• Media Relations – “free” media is critical; media advocates
champion mission and cause
• Support Fundraising – depend on donors for support
• Steps for a successful fundraising campaign:
1. Identify campaign plans and objectives – set financial goal
2. Organize fact-finding
3. Recruit leaders
4. Plan and implement strong communications activities
5. Periodically review and evaluate
Question
What are the primary responsibilities of a non-profit public
relations professional?
Case Study: Up Your Bucket
• What lessons can a nonprofit
public relations manager learn
from the Ice Bucket Challenge?
• Were you the public relations
advisor to ALS, how would you
answer the critics of the Ice
Bucket Challenge?
• How should ALS build on the
recognition and donations it
received from the Ice Bucket Figure 13-8 From big current celebrities to
……………………..
Challenge?
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The Practice of Public Relations

Rank Name/(State) Total Giving ($)

Figure 13-6 Take my dinero, por favor.

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