Use the Power of PR to Build Goodwill

One of the goals of any ongoing public relations campaign should be to create a sense of goodwill and consideration for your firm or organization among the publics that it touches in the normal course of doing business.

While press releases and case studies in trade publications may create awareness for your products and services, they aren’t designed to build goodwill, so your public relations campaign should not rest entirely on these efforts.

Many companies and organizations have found ways to build support and goodwill by helping people in their communities, promoting the good works of others and becoming involving in associations and groups within their industries.

An easy place to start is by becoming involved in trade associations that serve your industry or that of your clients or customers. Joining your own industry association should be a no-brainer. However, many trade associations allow suppliers and vendors to join as associate members, so look for opportunities to join groups that serve your customers as well.

Beyond just joining these groups and paying for the occasional sponsorship, be committed to getting truly involved. Volunteer to be a speaker at the association’s next trade show or seminar. Serve on a planning or advisory committee. Make your facilities available for meetings and tours. Help advocate on issues affecting the welfare of the group. Each group is different and has different needs. Find out what they are.

Another way to build support for your organization is to promote the good works of others. Are there those in your community or industry who do good things that go unrecognized? You might think about starting an awards program that brings their efforts to light. Sponsor the events or activities of local charities and youth organizations. They are always looking for help. In addition, get involved in fund-raisers and volunteer your employees, facilities or other resources to help.

Some companies have designated one or two groups as their special partners for fund-raising and support. Examples might include Special Olympics, Junior Achievement or Habitat for Humanity. By focusing on just a few groups, you start to build familiarity and support amongst your internal team while creating a deeper relationship with external publics.

Finally, consider starting a program that directly helps people in your community. One of our clients is associated with a foundation that sponsors support programs for cancer patients and survivors. Perhaps your accounting department could offer to fill out tax returns for seniors, or your company could raise money for school supplies for teachers.

Often, such programs do not require big budgets – only big hearts. For example, each Christmas at one of my previous employers, employees donated new toys to the children who lived in the community’s low-income housing. Each child’s age and sex was written on a paper ornament and hung on a tree in the building lobby. Employees chose an ornament and brought in an appropriate wrapped toy. The week before Christmas, a company truck delivered the huge boxes of toys to the children’s Christmas party. For many, it was the only present they would receive.

Remember that adding these ideas to your public relations campaign must be part of long-term effort to build the image of your firm. Don’t expect overnight adulation or an instant boost in sales. Like other business investments, these types of public relations initiatives take time. But they can also pay big dividends.