If you want your business to have a superb community profile, you need to invest in the community in question – it sounds obvious, but investment does not mean throwing money at a problem and putting out a self-congratulatory press release. Instead, get actively integrated by:

1. Making good choices – Where possible shop locally. Buy your sandwiches from a small trader who calls at your place of business, have your milk delivered by the local milkman, hire people who have local decorating or cleaning businesses to support you.

2. Take on an intern or offer placements to unemployed local people – it builds your reputation and builds a local infrastructure that is good for everybody. On a wider scale, invest in organic cotton clothing for your staff uniforms and give loans for hybrid cars or public transport season tickets to show you’re committed to a better world, not just a better place for you.

3. Tithe your publicity – It’s easier than you think. Offer a local good cause (such as a shelter for the homeless, a school for disabled children, or an animal charity) free space in your newsletter or a little boxed announcement as part of you print adverts. Make clear that you’re paying their costs because you believe in their activities and you can benefit from their good profile while helping them reach a wider audience.

4. Get active – Pick a fun run, swim or cycle race and get your staff involved, remember it’s not just for the runners but for those who help raise sponsorship, or who will act as marshals on the day, or who take on extra work so others can train – make it a whole business event with everybody proud to wear specially printed T-shirts showing how they are contributing to the cause. Or invest in some substantial clothing like work trousers and boots and get your people working on clearing an area of wasteland to plant a garden, or tidying a canal path or litter-strewn park – it benefits the community and gives your team a focus outside the office.

5. Encourage volunteering – let your people volunteer for a non-profit organisation – it builds their skills and gives them a chance to contribute to something they really believe in.

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