Community Needs of the Navy In  addition  to  broad  public  understanding  and cooperation essential to mission accomplishment, there are  specific  needs  of  the  Navy  that  are  affected  by community  relations.  Housing,  religious  activities, educational and cultural activities, recreational and entertainment activities and the community hospitality program are some specific needs of individuals of a naval command. Each of the specific needs should be surveyed  and  analyzed  in  planning  the  community relations  program. Adequate and sensibly priced housing for naval personnel  and  their  dependents  is  the  most  important need  in  a  normal  Navy  community  relationship  because of its importance to high morale among both naval and civilian  personnel. Community Power Structure Every community has leaders who play a dominant role in shaping community opinions and determining what community activities take place. Those leaders make  up  the  power  structure.  The  public  affairs  office must  identify  this  power  structure  and  consider  these individuals   in   planning   and   implementing   the community relations program. The  formal  political  power  structure  is  easily determined.  It  is  made  up  of  elected  or  appointed officials,  the  men  and  women  who  supervise  and execute  the  will  of  the  community  through  the  official machinery  of  government. The  informal  power  structure,  however,  is  another matter. It consists of those who wield influence in an informal  or  social  reamer. There are three types of leaders in the social, or informal, power structure: . Decision makers l Influential l Opinion leaders The  decision  makers  and  influential  include  a minute portion of the public, perhaps as little as one percent, but the success of any community endeavor depends on the general approval and cooperation of these two groups. They come from the business and political spheres of the community. DECISION  MAKERS.–  Decision  makers  exert their influence and determine community policies in many  ways.  Whether  the  decision  making  is  done through formal political or civic organizations, or in a more subtle manner, members of the same small group often  emerge  in  positions  of  influence  in  most  or  all  of the  important  publics  within  the  community.  Personal observation   at   community   meetings   plus   careful analysis   of   local   news   stories   and   background information from trusted, well-informed individuals, such  as  reporters,  are  sources  for  facts  to  identify decision  makers. INFLUENTIALS.–   Influentials  exert  their  in- fluence secretly rather than at public gatherings and give advice  to  decision  makers.  They  make  few  actual decisions  themselves.  The  power  of  influential  is subtle, but they may be identified by reputation. Their identity can best be learned from personal observation and  trusted  sources  in  the  community. OPINION LEADERS.– Opinion leaders may be members of any economic or social class. There are many theories as to who is or who is not an opinion leader. It can be stated, however, that they are found throughout  all  levels  of  the  community  and  exert  less influence  and  power  than  members  of  the  first  two groups.  They  operate  in  two  directions.  First,  they provide a means for the decision makers to convey their policies and decisions to each economic and social class and second, they serve as a source of information for the influential   and   decision   makers.   Often   they   are ministers,   heads   of   youth   agencies,   officials   of parent-teacher  associations,  teachers,  barbers,  lawyers, doctors  and  bankers. A good place to begin identifying the community power  structure  is  by  researching  the  local  newspaper morgue,  county,  city  or  state  official  records,  com- munity hisory, leadership listings of local fraternal and civic groups and the local library. The  status  of  development  or  economic  conditions of a community help to determine who occupies the power structure positions at a given time. A community with a growing industrial base and a large flow of money might  be  dominated  by  bankers  who  can  extend  or refuse credit. A poorer community, dependent on state or  federal  aid  to  support  its  activities,  might  be dominated by politicians or persons with influence in the state or national capital. In certain areas, particularly New England and areas of the South, the power structure is  determined  largely  through  the  “first  families”  who have inherited positions of power because of tradition. 5-7