COMMUNITY RELATIONS BALANCES CORPORATE AND SOCIAL GOALS


Lean corporations increasingly are taking a more strategic look at their community relations programs. More and more, they are basing their support on the potential to have a measurable impact, and on the benefits that the corporation will derive. With corporate resources scarce--and social needs growing due to government cutbacks--corporations also are bracing for increased demand for corporate contributions. Some companies are becoming more selective about their spending, and are concentrating their money and volunteer resources on fewer programs, on which they believe they can have a greater impact. Due to lean resources, "we are more focused about the projects we undertake," said Sharon Foltz, community relations director at Tucson Electric Power Co.

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