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PR and Community Engagement: The Power Duo

Companies are more than just profit-driven entities, one element stands out as both a necessity and a PR strategic advantage: Community Engagement.

Understanding community engagement

Community engagement also called community relations is the selfless act an organization makes to build sustainable relationships with the communities they operate in.

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This is a long-term process of building trust, loyalty and support between a company and those it serves. By so saying, humans do not just trust a company by seeing one act, they need to be convinced by seeing a repetition of initiated activities that supports and benefits their community. For example, a company might host regular neighborhood clean-ups or sponsor local sports teams, showing ongoing support and involvement. Angela Glover Blackwell once said,

“Effective community engagement is rooted in equity and inclusion. It requires us to go beyond superficial interactions and genuinely involve community members in decision-making processes. This leads to sustainable and impactful change.”

A community relations initiative often tackles company external environmental factors such as political issues, economic issues, sociological issues, technological issues, legal issues and environmental issues through conducting a PESTLE analysis. An example of one of these factors to be tackled in a community would be: A company to launch a job training program to help unemployed community members gain new skills and improve their economic standing. It would also include the company hiring 1 or 2 outstanding community members after the program.

It is important to note that community engagement can take many forms, which includes making community participants/stakeholders actively participating in the decision-making processes of an organization.

Does community engagement matter?

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Of course, here’s how it makes a difference:

  • Empowers community members: When people from a community participates in the community engagement initiatives, they are able to seize opportunities to learn more deeply about matters they never paid attention to. They get a chance to build relationships with their fellow community members and find that they have more in common than they initially thought. Lastly, they are able to take control of their lives to live more fulfilling and purpose-driven lives.
  • Boosts company PR activities: An organization that invests in a community they work in has a greater chance of fulfilling their PR campaigns successfully due to the immense support they will be receiving from the members of the community. In most cases, companies would involve influential community members in their initiatives and they would be committed to make these projects a success because they feel heard and valued.
  • Diverse opinions are welcome: As most PR activities requires research, bringing in different voices coming from different backgrounds offer rich and diverse opinions from different angles of life which results in a wealthier decision making.
  • Humanizes brands: Humans/community members needs to see that businesses are not only after making profits without caring about the feelings and opinions of those they service. A continuous community engagement solidifies the confidence and trust they have in brands because it puts a face to the name and leaves long-lasting experiences by being relatable. When this is done successfully, your stakeholders will become your brand advocates.

How community engagement helps PR activities

Community engagement has proven to be beneficial is supporting Public Relations activities of a company such as campaigns. Here are 5 ways it has proven to be effective.

  1. Creating positive brand awareness: Community engagement activities create opportunities for positive brand exposure. When organizations sponsor local events, collaborate with community leaders or initiate corporate social responsibility (CSR) programs, they can generate positive media coverage and word-of-mouth promotion. This enhances the overall brand image and increases awareness of the organization’s values and mission​.
  2. Media relations: Active community involvement can lead to better relationships with local media outlets. Journalists and reporters often cover community-related stories, and organizations that are seen as contributing positively to the community are more likely to receive favourable media attention. This can result in more frequent and positive media coverage, helping to amplify the organization’s messages and initiatives​.
  3. Feedback: Engaging with the community provides an opportunity to gather valuable feedback. Organizations can gain insights into the needs, preferences and concerns of their target audience by hosting town hall meetings, conducting surveys, or participating in community forums. This feedback can inform PR strategies, ensuring that communications are more relevant and resonant with the audience.
  4. Crisis management: In times of crisis, a well-established presence in the community is good. Organizations that have built strong relationships with the community are better positioned to communicate effectively and gain support during challenging times. Community members are more likely to advocate for an organization they trust and have seen positively impacting their lives, which can help mitigate negative publicity and facilitate crisis recovery.
  5. Fostering long-term relationships: Building long-term relationships with community members through consistent engagement creates a loyal supporter base. Organizations that regularly participate in community activities, respond to local needs, and maintain open communication channels can foster a strong sense of loyalty among community members. This long-term relationship can lead to sustained support, advocacy, and positive word-of-mouth, which are essential for the organization’s reputation and outreach efforts

Core values of community engagement

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  • Integrity in every action

Every step of engaging with the community should be done with honesty and transparency. From the initial conversations to the development and execution of plans, every action should be genuine and sincere. For example, if a company promises to fund a new park, it should follow through on that promise. This builds trust and credibility with the community, showing that the company values ethical behaviour and is committed to doing the right thing throughout.

  • Involvement of the community in the process

Effective community engagement involves actively including community members in the planning and decision-making processes. This means collaborating with the community to co-create solutions, which may take more time but leads to better outcomes. This inclusive approach can lead to positive word-of-mouth and stronger community relations.

  • Long-term relationships

Building and maintaining long-term relationships with the community is essential. Engagement should not be seen as a one-time event but as part of an ongoing relationship that grows and strengthens over time. Long-term relationships contribute to a stable and supportive community base. This stability helps the company navigate challenges and leverage opportunities with the community’s backing.

  • Health of the community

The well-being of the community should be a primary goal. This means investing in initiatives that improve the social, economic, and environmental conditions of the community. By prioritizing the health of the community, the company demonstrates its commitment to corporate social responsibility. This can enhance the company’s image and build goodwill, leading to stronger community support and loyalty. A healthy community is a thriving community.

  • Health of the corporate company

A company with strong ethical values and a healthy internal culture is better equipped to engage with the community effectively. A healthy corporate culture is recognized and appreciated by the community. When a company acts in the community’s best interest, it often receives reciprocal support and loyalty which reinforces the principle that positive actions lead to positive outcomes.

When should community engagement be involved

Community engagement should be a part of a company’s initial business and PR strategy planning. Always having this as part of the plan gives a company more time to do in-depth research on what they can do to improve the lives and experiencing of their stakeholders.

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The approach of this strategy limits mistakes that could take place due to community engagement that is done just to gain good media coverage than doing it for a good cause. Helping your community as a company should be part of company values because those reinforces what your entire brand stands for.

An example of a successful community engagement

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Coca-Cola Beverages South Africa (CCBSA) successfully engaged with the community during the water crisis in Nelson Mandela Bay. Working with the local municipality and the Gift of the Givers, CCBSA helped ensure that vulnerable communities had access to clean water.

They used their trucks to deliver water, donated 20 large water tanks and 500 water containers that were branded (Coca-Cola), and set up three solar-powered water systems. These efforts helped ease the water shortage and showed how businesses can make a positive impact on communities in need.

Considering that Coca-Cola is a beverage company, this was a clever move. Making sure under-privileged communities have access to clean and the most needed beverage on earth, water.

Channels for community engagement

Community engagement can be both online and offline depending on your company goals, where your stakeholders are and what the community needs. It is better for companies to take both the online and offline route when doing community relations to cater for all stakeholder demographics and psychographics.

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Here are tips for online, offline and blended community engagement activities below.

Online: We all know the internet never sleeps, so you are able to connect and engage with your stakeholders from anywhere and anytime. An online community engagement uses digital tools to connect with stakeholders from anywhere around the globe. For example:

  • Social media platforms like Facebook, Twitter, LinkedIn and Instagram are used to share updates, respond to comments and create interactive posts.
  • Hosting webinars and live streams allows stakeholders to join real-time discussions and Q&A sessions.
  • Before, during and after community engagements like digital campaigns, sending regular email newsletters keeps stakeholders informed with updates and valuable content that add value to their lives.
  • Online forums and groups provide spaces for stakeholders to discuss topics, share ideas and give feedback.
  • Online surveys and polls are useful for gathering opinions from stakeholders.

However, not everyone has reliable or constant access to the internet which brings us to the importance of offline community engagement strategies/tips.

Offline: Offline community engagement involves face-to-face interactions and physical activities. Therefore, organizing community meetings and town halls allow stakeholders to gather, discuss issues and provide feedback in person. For example:

  • Offering workshops and training sessions helps engage stakeholders and build their skills through hands-on learning.
  • Volunteer events enable stakeholders to participate in meaningful community service activities, fostering a sense of involvement.
  • Distributing print materials such as newsletters and brochures keeps stakeholders informed, while networking events help build relationships among participants.

Blended: A blended community engagement means you incorporate both the online and offline tactics to successfully reach your stakeholders. In this case, an example of planning a physical campaign while live streaming and having some of your team members facilitate different social media platforms to gather comments, feedback and concerns that you would be able to address is smart.

For example, say you have an awareness campaign highlighting new trends in food and beverage and want to warn people about the health risks and benefits they pose as a health niche company. You can host a 3-day campaign at your local city hall while also keeping your stakeholders that don’t reside nearby through images, videos and live streaming.

Pro tip

To accommodate all stakeholders effectively, it is important to:

  • Understand their preferences through surveys or focus groups to be able to offer multiple ways to participate which is both online and offline. By doing so, it ensures that everyone can engage regardless of their level of comfort with digital tools.
  • Make sure all activities are accessible to people with disabilities and considering language and cultural differences is crucial. Creating an inclusive environment where all stakeholders feel welcome to participate is also key to positive brand perception.
  • Lastly, be consistent in your communication across all channels to make sure that all stakeholders receive the same information, no matter how they choose to engage.

Join us in making a positive impact on our community. Share your ideas, participate in our initiatives and stay updated with our latest efforts. Together, we can build stronger, more supportive communities.

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