tailieunhanh - Ebook Exploring public relations (3rd edition): Part 2

(BQ) Part 2 book "Exploring public relations" has contents: Managing community involvement programmes, issue management, crisis public relations management, public relations and the consumer, public affairs, public relations in the world of finance, integrated marketing communications,.and other contents. | C H AP T ER 15 Ralph Tench Managing community involvement programmes Learning outcomes By the end of this chapter you should be able to: ■ define, describe and compare the concepts of community involvement, corporate social responsibility and cause-related marketing ■ identify the key principles of community relationship building and apply this understanding to simple, meaningful scenarios ■ evaluate the issues arising from an organisation’s community involvement ■ critically evaluate corporate strategies for integrating corporate social responsibility and community programmes into the business plan from a stakeholder perspective. Structure ■ Corporate community involvement (CCI) programmes ■ Employees and community programmes ■ Cause-related marketing (CRM) ■ Developing community programmes ■ Evaluating community programmes 275 9/27/13 5:15 PM 276 Part 3 PUBLIC RELATIONS SPECIALISMS Introduction If you saw a child helping an elderly citizen cross the road or giving up a seat for them on the train, you would probably think it was a mature and generous act by someone with a considered view of their place in society. If the child then went home and wrote about it in their private diary it may still be viewed as a positive action being considered and reflected on to inform the child’s future behaviour in similar situations. The child could then share the experience over dinner with family members to elicit praise, credit or a reward of a coveted sweet or drink. What if they then went to their school headteacher (principal) soliciting further praise, even a headteacher’s award, which may attract interest from outside the school through a parental contact with the local paper? And the accolades pour in. A little far fetched perhaps, but is this analogous with organisations and their involvement in society through corporate social responsibility? It may be for some. Certainly .