As it is Valentine’s Day, it seems topical to talk about building and maintaining relationships which, after all, is what real public relations is all about.
My parents are proud to live near two popular and growing tourist attractions. Both attractions have an impact on their neighbours and so for the purpose of achieving goodwill and understanding, they should be regularly communicating with their neighbours and recognising them as important stakeholders.
From my observations, it is clear that one attraction embraces this concept while the other is definitely missing an opportunity.
Over the past 10-15 years, the larger and older of the two attractions has stopped communicating with its neighbours. They used to be good at winning support and engendering local pride but now, their preferred method of communication is to put up a poster and hope the passing neighbours see it.
In its five-year strategic plan, this particular tourist attraction shares its SWOT analysis and identifies its ‘growing reputation’ as a Strength. This is slightly ironic when you consider that their lack of respect for their neighbours is causing bad feeling and that fewer people now talk fondly about the attraction’s positive attributes (of which there are many).
In the SWOT analysis, the attraction also identifies how it perceives its 'wider role in the community' and 'relationships with benefactors' as an Opportunity and that 'insufficient volunteers' is a potential Threat.
It seems to me that the consequence of not growing and valuing a relationship with neighbours is that the attraction is missing out on benefiting from a pool of potential volunteers, a possible funding stream and the support and cooperation it needs to help achieve its long-term vision.
By contrast, the smaller attraction is doing a great job with its PR. At the start of 2020, they sent their neighbours a thank you card and a voucher for a free sample of their product. This was a good way to make people feel valued and to encourage them to visit an attraction that is right on their doorstep.
By building this relationship and creating a feeling of warmth, the attraction’s neighbours are more likely to be tolerant and little more forgiving when a problem does arise. I can also vouch for the fact that the neighbours are helping to spread positive words about this attraction. I also imagine that repeat sales of the product have increased!
This case study highlights two very different approaches to managing relationships with neighbours. If you want to build relationships and enhance your reputation with those around you, please get in touch to discuss how we can help.