Communication challenges for partner organisations

Many people not directly involved in developing, maintaining and evaluating business–community partnerships tend to assume that such partnerships are one of two types: an add-on to an organisation’s core business or a fundraiser for an NGO. There are lots of examples of these two categories of “partnership” around the world, but there are considerably fewer of a third type – where the partnership is part of “core business” and as such is deeply embedded in the more forward-looking companies and community organisations that implement them, and also achieves significant internal impact. This situation raises some interesting communication
challenges.