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Part III: The Publics

Chapter 13: Community Relations

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Learning Objectives

To discuss the importance of dealing with “communities,” both geographic and ethnic.

To review the tradition of corporate social responsibility that has uniquely characterized U.S. institutions.

To discuss the multicultural publics that populate society, including Hispanics, blacks, Asians, and groups beyond nationalities, such as seniors and gays.

To examine the role of public relations in orchestrating the activities of nonprofit organizations.

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Opening Example: LGBT Community

Dealing with diverse communities is a public relations challenge

A day after the Supreme Court affirmed same sex marriage, 125 Exxon Mobile employees marched in the LGBT parade

Figure 13-1 (Photo: F. Carter Smith/Newscom)

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Houston’s annual LGBT parade in 2015 was enlivened by a Supreme Court decision legalizing gay marriage and also by a contingent of marchers from Exxon-Mobil.

Controversy

The Washington Redskins trademark cancellation – offensive to Native Americans

Susan G. Komen for the Cure cancelled funding for Planned Parenthood

Bill, Hillary, and Chelsea Clinton Foundation, failed to disclose information about foreign contributors

Universities faced controversy over escalating tuition and increasing incidences of on-campus sexual violence

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The Washington Redskins found their 81-year-old name in jeopardy when a federal judge upheld the cancellation of the Redskins trademark because it could be perceived as disparaging to Native Americans

Planned Parenthood is the nation’s largest abortion provider

Nonprofit charitable organizations – another essential aspect of community relations – were not free of controversy

Learning Objective 1

To discuss the importance of dealing with “communities,” both geographic and ethnic.

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Multicultural Diversity

In 2012, more than half the children born in the U.S. were minorities

More recent indications are that non-Hispanic whites account for 50.4% of the population less than one-year-old.

The country’s minority population increased from 32.9% of U.S. residents in 2004 to 37.9% in 2014.

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Today’s society is increasingly multicultural. America’s face continues to change. Growth rates among minorities seemed to have slowed down in the second decade of the 21st century, but they still march to majority status in the United States.

Multicultural Diversity

Four states – Hawaii, California, New Mexico, and Texas – along with Washington, D.C., are now majority-minority.

Fifty four million Hispanics live in the United States, approximately 17% of the U.S. Population

Mexicans 64%

Puerto Ricans 9%

By 2060, Hispanics are expected to reach 129 million, constituting 31% of the U.S. population

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Nevada reported a 48.5% minority population.

According to the U.S. Census Bureau, 54 million Hispanics live in the United States. The number is expected to more than double by 2060.

Multicultural Diversity

African Americans, including those of more than one race, accounted for 15% of the U.S. population (45 million people)

Those who identified only as African American made up 13.2% of the U.S. population (41.7 million people)

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The share of multiracial babies has risen from 1% in 1970 to 10% in 2013. With interracial marriages on the rise, demographers expect the growth to continue or quicken in the decades to come.

Millenials have surpassed Baby Boomers, and are the most diverse generation in history.

Multicultural Diversity

Twenty three million Asians represented 5.6% of the U.S. population

Chinese 3.79 million

Filipino 3.41 million

Indian 3.18 million

Vietnamese 1.73 million

Korean 1.7 million

Japanese 1.3 million

Multiracial Americans = fastest growing U.S. demographic

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The largest ethnic group in the census was Chinese.

9 million Americans chose two or more racial categories when asked about their race. Between 2000 an 2010, the number of white and black biracial Americans more than doubled, while the population of adults with a white and Asian background increased by 87%.

Learning Objective 1

How important is it for an organization to focus on dealing with minorities?

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Learning Objective 2

To review the tradition of corporate social responsibility that has uniquely characterized U.S. institutions.

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CSR – Corporate Social Responsibility

Social responsibility source of pride pre-1990s

Give back to society through participation in (voluntarism) and contributions to (financial support) not-for-profit organizations

Financial support was cut with the recession

Figure 13-2 (Courtesy of O’Dwyer Company)

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Catan Communications created the Mighty Milk Nutritional Drink campaign, devising the “Be Mighty, Get Active” essay contest to raise awareness among children to learn about living a healthier lifestyle. Winners got to meet Shaquille O’Neal.

Trends in Corporate Giving

Charitable giving rose for the fifth consecutive year in 2014, reaching $358 billion

Individual givers, including Bill and Melinda Gates and Warren Buffet, are partially responsible for the increase

The “Giving Pledge” of billionaires had 137 members from 14 nations in 2015

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Buffet and Gates pledged to give at least half of their fortunes to philanthropic causes. Other billionaires who take the “Giving Pledge” will do the same.

Corporate Social Responsibility

Giving back to one’s community is largely an American phenomenon

Corporate giving is becoming more focused

Matching gifts are a high priority

International giving is on the rise

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Corporate giving in the second decade of the 21st century has shown three decided trends:

Companies are choosing to make larger gifts to fewer causes.

Matching gifts are a high priority. Companies with a workplace giving campaign rose 59% in 2012. Matching gifts are a great way for employees to maximize the value of their personal giving.

International giving is partly driven by overseas profits, which are difficult to bring home without incurring big tax liabilities.

Corporate Social Responsibility

Corporate leaders taking active stance in confronting societal challenges

Corporate contributions depend on profits

Millennials are aware of and concerned about contributions to society (the firm’s and their own)

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Figure 13-3 (Courtesy of Alex’s Lemonade Stand Foundation)

Corporate leaders have long been absent from the public dialogue on community issues, but they are taking an active stance in confronting societal challenges, such as protecting the environment.

Corporate contributions depend on profits. Another element of giving back is voluntarism.

Alex’s Lemonade Stands

Alexandra Scott, a young cancer patient, earned a Volvo for Life award

She sold lemonade to raise money for pediatric cancer

A year after Alex died, the car company sponsored Alex’s Lemonade Stands throughout the country

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Figure 13-4 (Courtesy of Alex’s Lemonade Stand Foundation)

The lemonade stand in the photo was in Minneapolis.

Corporate Giving

In 2013, the top 10 companies contributed approximately $1.5 billion to charity

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Community Relations Expectations

Determine what the community knows and thinks about the organization

Inform the community of the organization’s point of view

Negotiate or mediate between the organization and the community and its constituents if there is a discrepancy

Community relations are critical

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For an organization to coexist peacefully in its community, these three skills are required. Every organization wants to foster positive reactions in its community.

What the Community Expects

Positive contributions to the community’s Appearance – contribute to quality of life with attractive facilities

Participation in civic functions, activities, and education

Stability so the company can help grown with the area

Pride that they are residents

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Communities expect from resident organizations such tangible commodities as employment, wages, and tax revenues. Communities expect intangible contributions, too.

What the Organization Expects

Municipal services

Fair taxation

Good living conditions for employees

Good labor supply

Reasonable degree of support for the business and its products

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Organizations, in turn, expect to be provided with adequate municipal services, fair taxation, good living conditions for employees, good labor supply, and a reasonable degree of support for the business and its products.

Community Relations Objectives

Tell the community about the operations of the firm

Correct misunderstandings, reply to criticism, remove disaffection that may exist among community neighbors

Gain favorable opinion of the community, especially when there is labor unrest

Inform employees and their families about company activities and developments

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Achieving rapport with community neighbors is tricky. They expect support from the company but object to the company’s dominance in community affairs.

Community Relations Objectives

Inform people in local government about firm’s contributions to community welfare & to obtain support for legislation

Find out what residents think about the organization

Establish a personal relationship between management and community leaders

Operate a profitable business – provide jobs and pay

Cooperate with other local businesses to advance economic and social welfare

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There are also community relations activities available on the Internet. The heart of the Net is “community;” the Net holds immense potential to further human relations and progress – across common communities and for the larger society.

How NOT to Win Friends & Influence Communities

Page 277

Do you believe Dolce and Gabbana should have mentioned their views on I.V.F.? Why or why not?

What might the impact be on the Dolce & Gabbana brand as a result?

Were you the firm’s public relations director, what plan of action would you initiate to regain brand traction and credibility?

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Figure 13-5 (Photo: Matthew Impey/REX/Newscom)

Elton John, David Furnish, and their two sons, Zachary and Elijah, are pictured above.

Mr. Dolce said, “I am not convinced by those I call children of chemicals, synthetic children. Rented uterus, semen chosen from a catalog.” Mr. Gabbana added, “The family is not a fad. In it there is a supernatural sense of belonging.”

Elton John responded, ““How dare you refer to my beautiful children as ‘synthetic.’ Shame on you for wagging your judgmental little fingers at I.V.F. Your archaic thinking is out of step with the times, just like your fashions. I shall never wear Dolce and Gabbana ever again.”

Learning Objective 2 Discussion Question

What are typical community relations objectives for an organization?

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Learning Objective 3

To discuss the multicultural publics that populate society, including Hispanics, blacks, Asians, and groups beyond nationalities, such as seniors and gays.

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Serving Diverse Communities

41 million Americans (16% or 1 in 6) are foreign born

Mexicans account for 11.6 million immigrants in the United States

Women, African Americans, Hispanics, Asians, LGBT people, seniors, persons with disabilities, etc. important members of labor force and sources of discretionary income

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Public relations professionals must be sensitive to the demands of all for equal pay, promotional opportunities, equal rights in the workplace, and so on. Communicating effectively in light of the multicultural diversity of society has become an important public relations challenge.

Women

Labor participation among women was 57% in 2013

Women’s earnings were 82% of men’s (up from 62% in 1979)

51% of U.S. workers employed in management, professional, and related occupations

Software developers – 20%

Lawyers and physicians – 33%

Accountants – 62%

Elementary and middle school teachers – 81%

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The statistics come from the Bureau of Labor Statistics. The 51% of management/professional worker accounts for more than their 47% share of total employment.

Women

Women today head large corporations from General Motors to Hewlett Packard to Pepsi Cola

Women represent 20% of Congress; there are five female state governors

Mommy tracks, mommy wars, glass ceilings, pink-collar ghettos less prevalent

Women climbing to middle- and upper-management positions in PR, but make less money in those positions than men

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In the 21st century, women became the majority of college enrollees and graduates and of near-equal strength in the U.S. workforce. Women have made great strides in leveling the playing field between their roles and compensation schedules and those of their male counterparts. Women in public relations still make 78 cents on the dollar compared to men.

Hispanics

Currently 54 million people in the United States

By 2050, they will comprise 1/3 of the population

77% of Hispanics reside in California, Texas, Florida, Arizona, New Jersey, Illinois (30 million Hispanics)

Potent political and economic force

Voracious media consumers; TV and radio

Hispanic buying power is $1.5 trillion

12 million voters

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Hispanics are the fastest growing minority in the nation. From 2000 to 2010, more than half of the nation’s population growth was due to Hispanics. The Census Bureau predicts that by 2050, they will reach nearly 100 million.

Understand the Hispanic Market

Most U.S. Hispanics don’t think of themselves as Hispanic, but more in terms of country of origin

Over half of Hispanics in America are bilingual, so it is important to speak Spanish to show respect

Latinos are socially trendy

Hispanics appreciate organizations that work with them and their communities

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Hispanics may think of themselves as Latino, or a person of Latin American origin

Speaking Spanish shows respect for a person’s heritage

Hispanics are heavy users of social media

CSR and community relations programs are important

African Americans

Grew to 45 million

Foreign-born blacks = 3.8 million

Black population diverse in terms of customs, language, and culture

Figure 13-6 (Photo: Matthew Healey/UPI/Newscom)

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Republican presidential candidate Donald Trump got in hot water when he labeled Mexican immigrants drug dealers, rapists, and crooks.

African Americans

New York has the largest black population, followed by Florida, Texas, Georgia and California

Socioeconomic status improvement due to large increases in women’s incomes

Disposable income nearly $1 billion per year

Buying power projected to reach $1.307 billion in 2017

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For the bulk of the past century, most blacks lived in the south. New York City, with three millions black people, leads the nation, followed by Atlanta, Chicago, Washington D. C., Philadelphia, Miami, Houston, and Los Angeles, each with more than one million blacks. The socioeconomic status of blacks has improved in recent years due to large increases in women’s incomes.

Special Media for Blacks

Black Entertainment Television is a popular network

Local African American radio stations have prospered

Internet sites: TheRoot.com, BlackFamilies.com, Blackvoices.com, NetNoir.com, tbwt.com

Black Enterprise, Essence, and Ebony are national vehicles

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Despite their continuing evolution in the white-dominated workplace, the nation’s 45 million blacks can still be reached effectively through special media.

Ebony is the largest African American-oriented publication in the world, with a circulation of 1.6 million.

Public Relations Frustrations

The field has failed to attract sufficient numbers of African American practitioners

PRSA has increased outreach efforts to attract and retail African Americans

Attracting African Americans to the field remains a great challenge to public relations leaders

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One area of frustration in improving the livelihood of African Americans is the practice of public relations. It remains a great challenge to public relations leaders in the new economy.

Asians

The U.S. Asian population totals approximately 23 million and grew faster than any other race group since 2000.

Since 2010, Asians have had an edge over Hispanics as the fastest-growing racial/ethnic group, growing 2.9% from 2010 to 2103.

Highest-income and best-educated

Emphasize traditional family mores

Greater importance on career and material success

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Not only are Asians the fastest-growing racial group in the United States, they are also the highest-income and best-educated. Asians in the United States are distinguished by their emphasis on traditional family mores, like having a successful marriage and being a good parent. Asians place greater importance on career and material success, values reflected in child-rearing styles. They are the most likely of any major racial or ethnic group in America to live in mixed neighborhoods and to marry across racial lines.

Muslims

Most misunderstood and put-upon public post 9/11 is Muslims

2.6 million Muslims in the U.S.; 1% of Americans

Expected to grow to 6 million by 2030

Bridges TV designed to “build bridges of understanding between American Muslims and mainstream America” ended in 2012

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Since the attacks on America in 2001, life has become more difficult for many of the estimated 2.6 million Muslims living in the United States. Only 1% of Americans are Muslim. The largest U.S. Muslim populations are found in Detroit, Washington, D. C., Cedar Rapids, IA, Philadelphia, and New York City.

LGBT, Seniors, Etc.

LGBT market

Estimated 9 million Americans

$830 billion in buying power

Increased acceptance results in more targeted marketing from companies

Mainstream media cater to the LGBT market

Vibrant gay media market

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To some, homosexuality may remain a target of opprobrium, but in the 21st century, the LGBT market, estimated at 9 million Americans, comprises a target of opportunity estimated at $830 billion in buying power. The vast majority of American companies market to this community. Magazines like The Advocate and Out, cable network Here, and Internet portal GayWired.com have emerged.

LGBT, Seniors, Etc.

Senior citizens

Over-50 crowd controls more than 50% of America’s discretionary income

35 million members of AARP; half still work

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Senior citizens have become an important community for public relations professionals and the organizations they represent. The baby boomer generation has begun to steam into their Social Security years.

Depending on one’s position in public relations, knowledge of specific minorities may be relevant.

Learning Objective 3 Discussion Question

Why do companies need to reach the Hispanic community?

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Learning Objective 4

To examine the role of public relations in orchestrating the activities of nonprofit organizations.

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Nonprofit Public Relations

Nonprofits serve social, educational, religious, and cultural needs of community around them

Primary source of employment for public relations graduates

Nonprofits seek to broaden volunteer participation for their efforts

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Among the most important champions of multiculturalism is nonprofit organizations. The nonprofit sector is characterized by a panoply of institutions: hospitals, schools, trade associations, labor unions, chambers of commerce, social welfare agencies, religious institutions, cultural organizations, etc.

Nonprofit Public Relations

Media advocacy = public relations without resources

Protests

Marches

Demonstrations

Media photo opportunities

Stealth Internet campaigns

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Figure 13-7 (Photo: Courtesy of O’Dwyer Company)

All are fair game in media advocacy. Some of these communications tactics are controversial.

In the image above, a “polar bear” sliced into the world’s largest “Baked Alaska” during an “Earth Day” demonstration against drilling in the Arctic National Wildlife Region.

Master of Many Trades

Positioning the Organization – “break a few eggs” to achieve a clear and differentiable identity

Developing a Marketing/Promotional Plan – raise non-profit’s profile, respect and levels of support

Cause-related quotient must be included in communications messages

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With thousands of competitors vying for support dollars, a nonprofit must stand out from the rest. The best nonprofits stand for something. They are unafraid to “break a few eggs” in order to achieve a clear and differentiable identity.

Often in non-profits, the public relations director serves as the marketing director, advertising director, and promotion director. Cause-related messages, what the organization stands for, must be communicated.

Master of Many Trades

Media Relations – “free” media is critical; media advocates champion mission and cause

Support Fundraising – depend on donors for support

Steps for a successful fundraising campaign:

Identify campaign plans and objectives – set financial goal

Organize fact-finding

Recruit leaders

Plan and implement strong communications activities

Periodically review and evaluate

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Most nonprofits lack sufficient resources for advertising or formal marketing, so the use of “free” media is a critical public relations function. “If you don’t exist in the media, for all practical purposes, you don’t exist.”

Nonprofits depend on donors for support. Fundraising is a key nonprofit challenge that must engage the attention of key executives.

Learning Objective 4 Discussion Question

What are the primary responsibilities of a non-profit public relations professional?

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Case Study: Up Your Bucket

Page 286

What lessons can a nonprofit public relations manager learn from the Ice Bucket Challenge?

Were you the public relations advisor to ALS, how would you answer the critics of the Ice Bucket Challenge?

How should ALS build on the recognition and donations it received from the Ice Bucket Challenge?

Figure 13-9 (Photo: JONES JIN/FEATURECHINA/Newscom)

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The Ice Bucket Challenge spread around the world and recorded contribution numbers never before enjoyed by a similar event. By the fall of 2014, more than $100 million in donations had been raised by the ALS Association.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.

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