Maximizing the opportunities presented by a dynamic community relations program is about more than giving money to a non-profit organization, community event, or festival. To leverage the use of those dollars, a community relations program should be viewed as just one of the pieces of an overall marketing vision and unfold from the corporate business plan. Specific outreach and special events should, therefore, be created or selected because they build a particular perception in the community. An effective program builds more than a name. It speaks to some issue that a company or individual can benefit from being equated with. It also includes a range of events or activities that are naturally promotable and will garner media coverage.