Community relations: Turning goodwill into good business

We'd like to jumpstart our community relations program which was put on hold when its manager resigned. How do we make it profitable for us? Please advise. — Foxy Roxy.

- REY ELBO

Community relations are not a standalone program. They must be organized and managed under the umbrella of Corporate Social Responsibility (CSR), which many conceive of as simply handing out packed rice, noodles, and canned sardines while posing for photos.

Unfortunately, many companies forget one essential truth: a community relations program isn’t about charity per se. It’s about strategy.

If done right, it doesn’t just polish a company’s image; it fuels sustainable growth, builds resilience, and secures what every organization ultimately needs — a good public image and a social license to operate a decent business.

TRANSFORMING GOODWILL

When businesses see the community not as a cost center but as a strategic partner, the benefits are mutual. Strong relationships create trust, attract talent, and open doors to new opportunities. A thriving community often mirrors a thriving company. Here’s how smart leaders transform goodwill into good business — and reputation into resilience:

One, align community projects with core business goals. The first rule of a successful community relations program is simple: stay relevant. Companies must align social initiatives with what they actually do best.

For instance, a pharmaceutical firm sponsoring medical missions makes sense. But not an oil company sponsoring a beauty contest or fashion show.

Two, engage, but don’t dictate what you want. Too often, companies “drop” projects into communities without asking what people actually need. The smarter move is to first consult community elders and leaders before doing anything.