Waarom sporen sommige bedrijven hun personeel aan om vrijwilligerswerk te doen? Waarom zoekt Artsen zonder Grenzen ambassadeurs in de studentengemeenschap? Waarom is wielersponsoring zo populair? Het zijn allemaal vormen van 'Community Relations', relaties met sleutelgroepen die belangrijk zijn voor je bedrijf. Goed voor de moraal en loyauteit van de eigen werknemers, en voor de externe reputatie van het bedrijf. Of zoals dat heet: belangrijk voor je license to operate. FINN ging op zoek naar wetenschappelijk onderbouwde facts & trends over community relations, en presenteert zijn bevindingen in deze presentatie.

7. 



Donations & Contributions
Employee Volunteerism
Community-based programs
Relationships with civic, professional and
nonprofit organizations

8. Establish and maintain a
beneficial
relationship with the communities in which they
operate

12. 1 shop
LOL

13. 892 shops
$151 billion revenue

15. Research & Belief:
“Consumers are influenced by a company’s
community reputation.”

16. CR encompass how a company
the community
in

18.  Improved corporate reputation
 Improved employee morale and loyalty
 Ability to preserve/enhance the company’s
license to operate
Source: Barbara W. Altman, Boston College

20. 1. Build relationships
2. Develop procedures to anticipate & respond
3. Focus on the community’s concerns

24. = Persuading people to engage in socially
responsible behaviour, which may rebound to
the benefit of the compan.y

30. 



Permeable boundaries
Interactions with diverse others
Flatter, more complex hierarchies
Individuals switch linkages between multiple
networks

39. “Students were more likely to report
similarities on brand personality when they
knew there was a sponsorship link”
Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

40. “When event and brand are matched (functional
or in image), transfer process is enhanced”
Source: Kevin P. Gwinner & John Eaton, Journal of Advertising

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