The Red Star Shines Bright in its Communities

Probably one of the best ways for a company to enhance its name and improve image is through service to the community. A companies commitment to the public can do nothing but enhance the view of a corporation. State Farm Insurance seems to have gotten the right idea, creating a slogan that instills trust in its prospects instantly. "Like a good neighbor State Farm is there," Community relations is just this, it is the idea of being a good neighbor and lending a helping hand to the ones in need.

The key to a great community relations program is targeting the best group or demographic. One that applies to your market and incorporates the issues surrounding your companies, figuratively and literally. Where does Macy's stand in this corporate world, is the company simply cutting a check, or are they making their mark something more than just a checkbook?

While many companies have a single focus on one issue or foundation, Macy's has taken a different approach. There are five different areas Macy's/Bloomingdales bases its community campaigns off of. These areas include the arts and culture, HIV/AIDS, education, woman's issues, and environment. This approach by Macy's is true genius, by having so many different demographic targets in their community giving, the company covers all of its consumer grounds, most notably their two main markets woman and children. Macy's contributes to these demographics but giving to charities that cover these topics, such as "Go Red for Women", and "Back to the books".

As we all know there is a clear difference between cutting a check and getting out into the community and doing work. Both areas of giving have its effect, but for a corporate company like Macy's sometimes the only way to ensure a companies good intentions is to get out in the community and gain face time. This has been mastered through the Partners in time Volunteers. Through this program, Macy's employees are given time off from their work to go out and give back to the community, while keeping within the companies five main focuses.  According to the Macy's Inc. website in 2009 Macy's celebrated 20 years of the Partners in Time program, having given 1.8million hours of community service in total with two decade time frame. That year Macy's gave around 100,000 hours to the community in various different areas of the community.

From a Public Relations perspective Macy's has all parts of community relations covered. They give back to multiple demographics, which practically covers their entire consumer base. It is also a company which takes the time to give a face to the company, encouraging all of its employees to go out and take the time to give back through hands on work and service. Macy's truly does root itself into the communities around its stores, and this technique has been accomplished through Macy's veteran status in our country and many years of gaining public relations experience.