Community Relationship Management of ICONSIAM

Abstract

The objectives of this study were to (1) analyze the relationship management guideline and (2) identify communication factors for developing share community relations by ICONSIAM. This was a qualitative study. Data were gathered through documentary research and in-depth interviews with a sample of three relevant executives chosen through selective sampling. The major findings revealed that the relationship management guidelines adhered to the “Creating Shared Value (CSV)” policy through systematic and procedural operations such as planning, organizing, directing, and controlling with an emphasis on community search and communication planning to build relationships in order to become a partner or be a part of the community. Personal media was used in the early stages of communication to build relationships, educate and improve awareness of what it means to be a part of a community, and contribute to the development of a community network. In the following phase, activity media were integrated with personal media to increase participation and commitment through various activities. However, new media or internet media was merely employed as a tool for sharing information and soliciting community feedback. The dimension of monitoring and evaluation levels were in accordance with ex-ante and ex-post evaluation levels. There are two related factors for building shared community relations: internal and external factors. In terms of internal factors, an organizational factor was synergy at the policy, executive, and personnel levels that enhanced the operators’ understanding and work in accordance with the organization's goals. The communication factor to create a community network was providing opportunities for community leaders and community groups to participate in both formal and individual activities.These individuals are now contributing to the development of a network of communities. In terms of external factors, they were cultural diversity factor and community model that facilitates easily individualized access to the community and provide opportunities to carry out various community development activities. Organizational image factor influenced the relationship with the community due to its frequent connections to political issues and comparisons to surrounding communities.