Community Relations: The 'Heart' of an Organization

What is community relations and why is it such an integral part of any organization? Why is sports community relations so unique? To find this out and more click here!

Many people do not know what community relations is and what it entails, but everyone has been part of or has experienced community relations efforts in some fashion. Community relations is an organization’s attempt to build a relationship with its community by reaching out through events, programs, or even social media interactions (SPMA, 2019). It is about improving local residents’ lives while also generating a positive image of the organization. An industry that clearly displays its community relations efforts is the sports industry. Sports teams and sports company’s community efforts are on clear display with constant high media exposure.

Sharks Foundation Creates 'Tealtop' at Edenvale Elementary (San Jose Sharks, 2019)

Through their efforts, one can see the effectiveness of community relations for a company or organization. These programs and events have can generate revenue, make a powerful impact on the community, help bring about positive change, increase brand awareness, and encourage a healthy relationship between an organization and the community (SPMA, 2019). They provide organizations the power to garner more support from the community and can lead to spokespeople, like athletes, who can use their influence to draw more attention to those in need.

Community relations allow for companies to be connected to the issues and needs of the community, essentially it is the ‘heart’ of the organization.

There are multiple methods that sports teams and leagues utilize to increase their community engagement. These can range from direct and personal contact to social media engagement and contact, and even partnerships with local or national charitable organizations. Many teams and even athletes form their own foundations in partnership with their organization to focus on fundraising and providing grants to charities.

Many companies and organizations can learn from the community relations efforts made by sports teams and organizations. They can look to them as examples of how to employ community programs and events that are effective and get the community engaged. Community relations allow for companies to be connected to the issues and needs of the community, essentially it is the ‘heart’ of the organization. Giving back and supporting the people who have supported them.