Relations with local communities are a specific form of public relations because the local community is a key factor of the organization’s long-term survival. A sense of connectivity between the community and the organization, which is established through organized and strategically managed communication, substantially reduces the opportunities for crisis situations due to misunderstanding the organization’s activities. These relations prevent the creation of such a lack of understanding. So, organizations must constantly take care of communication environment, and build quality relations in order to co-exist with the local community.

Futura PR recommends the use of communication tools that help understand the tendencies of the surrounding environment: open door days, messages with communal papers, letters from leadership to the local community, meetings with community representatives, opening an information office, open telephone hours, donations, sponsorships, round tables, cooperation with local events, public tributes, cooperation with local institutions, and the like.