IMPORTANCE OF AN EFFECTIVE COMMUNITY RELATIONS PROGRAM Learning Objective: ldentify the pupose of an effective community   relations   program   and   recognize   its benefits. It  is  stated  often  that  community  relations  are “public relations at the local level” or that it is “living right and telling about it.”  It has also been explained as “having and keeping friends in the community.” These statements get to the heart of community relations,  but  they  are  oversimplified  definitions  when the vital mission of community relations is analyzed clearly. DEFINITION To paraphrase the Public Relations News definition of  public  relations: “Community  relations  is  the  command function  that  evaluates  public  attitudes, identities  the  mission  of  a  military  organization with the public interest and executes a program of  action  to  earn  public  understanding  and acceptance.” Like   public   relations,   community   relations something an organization has whether this fact is is recognized  or  not.  Unlike  public  relations,  community relations is usually limited to the local area. Business  organizations  give  attention  to  their community  relations  for  good  reason.  Organizations  can exist and make a profit only as long as the public allows them to exist. The concept that American free enterprise exists only to make a profit and is responsible only to its official family has diminished to a great degree. It has fast given way to the realization that there is also a responsibility   to   the   community   in   which   the organization is located and that it is advisable for the organization to meet this responsibility of its own free will. While  there  is  not  universal  agreement  on  the specific   benefits   gained,   organizations   conducting planned programs cite many tangible and intangible benefits  from  their  community  relations  efforts.  A Bureau  of  National  Affairs  survey  found  that  the benefits  mentioned  most  often  were  better  recruiting, improved   employee community   goodwill. relations,  increased  sales  and Community  relations  literature  reflects  general agreement  that  effective  community  relations  programs make it easier to hire the better workers in a community, help to get more confidence in local plant management from communities and provide better understanding between the organization and local officials. Benefits  from  good  community  relations  do  not come automatically. In fact, many organizations that are fine  employers  and  outstanding  corporate  citizens  fail to realize the rewards to which their virtues entitle them. They miss the payoff because they fail to tell about it. Communicating to key publics the benefits derived from  sound  community  relations  further  enhances  an organization’s overall program. Attitude surveys reveal that  community  neighbors  traditionally  know  little about companies in their towns and the important part each plays in the civic programs of their towns. Surveys also  reveal  that  civilian  companies  rated  favorably  in their communities are generally guided by the following three-point  formula  for  effective  community  relations: .  Live right. .  Have a planned community relations program. l  Tell employees about the program and tell the community about the company. BENEFITS Many of the benefits civilian enterprise derives from  planned  community  relations  programs  are  equally desirable  for  military  organizations.  Military  commands also  need  to  enjoy  a  favorable  position  in  the  local community,  strive  for  good  employee  relations  and  seek cooperation and high esteem from the local population. Military organizations should be concerned with community  relations  because  the  business  of  the military  is  the  people’s  business.  Military  organizations have a responsibility to report to the public on the conduct of military business. In a democratic nation, the individual  citizen  has  a  right  to  know  how  efficiently, and to what purpose his armed forces are using his sons and daughters and his tax money plus what the returns on his investment are in personal and national security. The  effectiveness  of  military  operations  depends  upon public  understanding,  support  and  cooperation. Like  business  organizations,  military  establish- ments have a moral debt to take their place in the community  as  “corporate  citizens,”  be  good  neighbors and to show an awareness of community problems and a   willingness   to   help   out.   Community   relations 5-2