People get a certain feeling when they think about brands like Disney or Wegmans (Note: neither is a client of ours). That emotion is built proactively, consistently, and very intentionally by these companies. It takes their bands to a higher level — almost untouchable by any negative publicity. This success is founded in community relations […]
People get a certain feeling when they think about brands like Disney or Wegmans (Note: neither is a client of ours). That emotion is built proactively, consistently, and very intentionally by these companies. It takes their bands to a higher level — almost untouchable by any negative publicity.
This success is founded in community relations — what an organization does to engage with its local community, in ways that are mutually beneficial. And, it is a major component of your overall public-relations strategy.
Kevin Roberts, CEO of the advertising agency Saatchi & Saatchi, recently wrote a book called “Lovemark,” and if you get the chance, you should read it. Creating a “lovemark” is a concept that is intended to enhance, even replace, the traditional marketing of brands. It is exactly what it sounds like: adding an emotional component, specifically love, for your brand. And if successful, it tends to inspire “loyalty beyond reason.”
You can’t just sponsor a few community events or make some charitable donations. While those tactics do play a part in your overall community-relations plan, it’s important to find ways that truly make sense for your organization to be involved with the local community. What does your company offer in the regular course of business that would be of the most benefit to individuals or other organizations? And what other local organizations tie in with your own business goals and objectives? And how will this make people in the community start to see your brand as “human” and emotional?
Taking the first step to identify and define the best fit for your company in the community will make it much easier to execute this initiative and sustain its long-term success.
Are you being heard?
Crystal (Smith) DeStefano is the president and director of public relations at Strategic Communications, LLC, which says it provides trusted counsel for public relations, including media relations, employee relations, and community relations. Contact (Smith) DeStefano at csmith@stratcomllc.com
