Corporate Community Relations: The Principle Of The Neighbor Of Choice

Paperback | February 1, 1999

byEdmund M. Burke

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The public environment in which companies operate has changed significantly since the 1970s. Communities, in response to elected officials and community groups, are demanding that companies observe new norms of behavior. They expect companies to respect the environment, respond to the concerns of the community residents, and contribute to the support of community institutions. As Burke illustrates, a company's community reputation also affects the behavior of consumers and employees. Consumers prefer to buy products from companies that are involved in the community. Employees are attracted to companies that have a good community reputation. Just as successful companies need to be a supplier of choice, an employer of choice, and an investor of choice, they now have to become a neighbor of choice. They have to behave in ways that build a legacy of trust in order to be positioned positively in the community. As Burke shows, to be a neighbor of choice a company has to pursue three strategies: build sustainable and ongoing relationships with key community individuals, groups, and organizations; institute procedures that anticipate and respond to community expectations, concerns, needs, and issues; and focus the company's community programs on ways that promote and strengthen the community's quality of life and which also support the business goals of the company. The strategies developed by Burke will be of great use to community and public affairs managers and general managers of corporations as well as CEOs and other executive officers. Students in courses on corporate strategy and general management will find the book of value, as will students in courses on non-profit management.

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The public environment in which companies operate has changed significantly since the 1970s. Communities, in response to elected officials and community groups, are demanding that companies observe new norms of behavior. They expect companies to respect the environment, respond to the concerns of the community residents, and contribute...

Format:PaperbackDimensions:208 pages, 9.21 × 6.11 × 0.62 inPublished:February 1, 1999Publisher:Praeger Publishers

The following ISBNs are associated with this title:

ISBN - 10:027596471x

ISBN - 13:9780275964719

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"What practitioners and students will find most valuable about this book is the author's detailed explanations, based on a lot of first hand knowledge and years of practical course teaching, of how companies can develop 'neighbor of choice' strategies. There is much excellent guidance with accompanying practical tools for companies seeking to understand their various communities, develop mutually beneficial working relationships with them, and keep the whole process under regular review."-Chris Marsden Director, Corporate Citizenship Unit Warwick Business School University of Warwick Warwick, England