Think LONG TERM. Establishing a long-term community relations campaign requires patience and persistence. It is a long process, which does not have an immediate result on your business. That is the main reason why you should BELIEVE in your charity work you do and enjoy it. You should be able to tell yourself: I am going to do this even if I don't get any media coverage at all. Using savvy strategic communication, you will.
Atlanta CBS 46 community relations project took more than three months. It included conducting volunteer-participation surveys among the station's employees, analyzing the data and assigning the right organization to each employee. The results were well worth the time and the effort. The campaign was win-win for both the station volunteers and the community organizations. It produced an ongoing supply of volunteers for the charities and visibility for the station.
Founder Pearlman Associates
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