week11 readings

I think the two key points to remember from this week’s readings is the importance of the third sector in today’s era and the essential value of corporate social responsibility organizations must undertake to better maintain relationships with the community in the long run.

The rise in the third sector – non-government organizations (NGOs) and community action groups (CAGs) contributing to changes that shape opinions of others in the community. Which is why, as the readings have mentioned, government and business organizations are taking in the concerns as outlined by the third sector and address them accordingly.

By respecting these opinions voiced by the third sector, PR practitioners should uphold and maintain values of equity, fairness, tolerance and diversity so as to achieve a long-term goal – a solid reputation, the ability to attract new members, gain support with them.

This is important to do so since this third sector is here to stay. As a matter of fact, it is an essential driving force in our society. They shape values people hold and continue to drive them towards democracy. Therefore, PR practitioners have an important role of ensuring their relationship with the third sector is well.

The readings also made me think about public relations practice of how it is necessary to practice corporate social responsibility towards citizens. Especially in this era where there are environmental and social concerns, citizens are more receptive to organizations which place equal importance on environmental issues.
While some might see this as another marketing strategy adopted by the company to diversify their sale of products and services, it is clear, no doubt, that communities/citizens benefit from such. The goal is a long-term one where relationships are building, corporate partnerships are expanded, and redefining value in communities.

Therefore, just as the readings have mentioned, citizens have cultivated a higher expectation for companies to be more proactive rather than just profit-making.

Being proactive would also mean that organizations now have responded to new media where blogs have become the icon for a two-way communication with the community.

Organizations have turned to blogs to assist their customers in feedbacks and suggestions on their products. Hewlett Packard is one organization where they set up blogs to get customers to address issues regarding their products or services. Such two-way communication is vital to maintain relationships with citizens. In return, organizations would be better perceived by communities.