Webinar Community Relations (FR)
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description
Pourquoi des organisations aussi connues que MSF décident-elles de travailler avec des jeunes dans ses actions de communication ? Pourquoi Omega Pharma décide de se lancer dans du sponsoring d’événements cyclistes ? Parce que cela renforce leur notoriété auprès d’un public cible. C’est ce qu’on appelle le Community Relations, qui permet d’améliorer la réputation d’une entreprise et même le moral et la loyauté des employés en interne.
Transcript of Webinar Community Relations (FR)
Valérie Michaux
SENIOR CONSULTANT
@FINNbe
Eneco, Matexi, Tignes, Villeroy&Boch, Pfizer,…
Establish and maintain a beneficial
relationship with the communities in which they operate
Donations & Contributions
Employee Volunteerism
Community-based programs
Relationships with civic, professional andnonprofit organizations
1 shop
LOL
892 shops
$151 billion revenue
Research & Belief:
“Consumers are influenced by a company’scommunity reputation.”
CR encompass how a company in
the community
Improved corporate reputation
Improved employee morale and loyalty
Ability to preserve/enhance the company’slicense to operate
Source: Barbara W. Altman, Boston College
1. Build relationships
2. Develop procedures to anticipate & respond
3. Focus on the community’s concerns
= Persuading people to engage in socially responsible behaviour, which may rebound to the benefit of the company.
Permeable boundaries
Interactions with diverse others
Flatter, more complex hierarchies
Individuals switch linkages between multiple networks
“Students were more likely to report similarities on brand personality when theyknew there was a sponsorship link”Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
“When event and brand are matched (functionalor in image), transfer process is enhanced”Source: Kevin P. Gwinner & John Eaton, Journal of Advertising
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