Although community relations as an organizational activity is as diverse as the communities in which organizations operate, the key to effective community relations is positive, socially responsible action to help the community on the part of the organization. Depending on the organization, community relations may be carried out by an officially designated community relations staff, by a general public relations staff, or by various departments throughout the organization.

Many companies are focusing their philanthropy programs on issues in which they would like to make an impact. Cause-related marketing ties a company and its products to a cause. It can sell products, enhance image, and motivate employees.

Activists are demanding a larger voice in decisions made by institutions, highlighting an increasing need for community relations efforts.