The driving force behind any business is sales. Obviously, to make sales you need to have a well-established client base. Aside from aggressive promotional efforts like advertising, more companies invest in public relations and community relations efforts these days. By definition, community relations refer to the various methods and approaches that a company uses to establish and maintain mutually beneficial relationships with the communities in which it operates. The main goal of these types of programs is for the company to achieve the identity of being a good civic citizen. When a company takes active interest in the community, they get long-term benefits in terms of community support, good will, and loyalty.