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Corporate Community Relations: The Principle of the Neighbor of Choice
Author(s): Edmund M. Burke (Author)
- Publisher: Praeger (UK)
- Publication Date: 28 Feb. 1999
- Language: English
- Print length: 208 pages
- ISBN-10: 027596471X
- ISBN-13: 9780275964719
Book Description
The public environment in which companies operate has changed significantly since the 1970s. Communities, in response to elected officials and community groups, are demanding that companies observe new norms of behavior. They expect companies to respect the environment, respond to the concerns of the community residents, and contribute to the support of community institutions. As Burke illustrates, a company’s community reputation also affects the behavior of consumers and employees. Consumers prefer to buy products from companies that are involved in the community. Employees are attracted to companies that have a good community reputation.
Just as successful companies need to be a supplier of choice, an employer of choice, and an investor of choice, they now have to become a neighbor of choice. They have to behave in ways that build a legacy of trust in order to be positioned positively in the community. As Burke shows, to be a neighbor of choice, a company has to pursue three strategies: build sustainable and ongoing relationships with key community individuals, groups, and organizations; institute procedures that anticipate and respond to community expectations, concerns, needs, and issues; and focus the company’s community programs on ways that promote and strengthen the community’s quality of life and which also support the business goals of the company. The strategies developed by Burke will be of great use to community and public affairs managers and general managers of corporations as well as CEOs and other executive officers. Students in courses on corporate strategy and general management will find the book of value, as will students in courses on non-profit management.
Editorial Reviews
Review
“As the creator of Boston College’s Center for Corporate Community Relations, Ed Burke brings great knowledge and expertise to his subject. Every senior executive concerned with their community will benefit from this work.”-G. Craig Sullivan Chairman and Chief Executive Officer The Clorox Company
“As Director of the Center for Corporate Community Relations at Boston College, Ed worked with us to help turn our vision of being a leader in corporate social responsibility into reality. Over the years, the NBA has employed many of the principles described in this book to ensure that our league and team community relations efforts are strategic, focused, and effective.”-Paula Hanson Senior Vice President, Team Operations National Basketball Association
“Ed Burke has written an invaluable theoretical and practical guide to achieving excellence in responsible corporate citizenship. The book is a must read for CEOs and managers seeking to begin or enhance an effective community outreach program.”-Virginia Rodriguez Director, Public Relations The Washington Post
“What practitioners and students will find most valuable about this book is the author’s detailed explanations, based on a lot of first hand knowledge and years of practical course teaching, of how companies can develop ‘neighbor of choice’ strategies. There is much excellent guidance with accompanying practical tools for companies seeking to understand their various communities, develop mutually beneficial working relationships with them, and keep the whole process under regular review.”-Chris Marsden Director, Corporate Citizenship Unit Warwick Business School University of Warwick Warwick, England
?Burke, director of Boston College’s Center for Corporate Community Relations, provides an insightful analysis of the contribution businessess make to community well-being….Corporate social responsibility is a significant issue in today’s business environment, and thus this book is a timely and important addition to academic and professional business collections.?-Choice
?The book is one that needs to be seriously explored by anyone that needs to be seriously explored by anyone concerned for corporate and community interaction leading to improved quality of life, ?-Global Focus: An International Journal Of Business Economics, and Social Policy
“The book is one that needs to be seriously explored by anyone that needs to be seriously explored by anyone concerned for corporate and community interaction leading to improved quality of life,”-Global Focus: An International Journal Of Business Economics, and Social Policy
“Burke, director of Boston College’s Center for Corporate Community Relations, provides an insightful analysis of the contribution businessess make to community well-being….Corporate social responsibility is a significant issue in today’s business environment, and thus this book is a timely and important addition to academic and professional business collections.”-Choice
