Volunteerism as a business strategy: community participation is a great way to enhance your business image.

If you're looking for a quick way to leverage your public relations and marketing budget, tap into a little-used resource--your employees and strategic volunteerism and community participation.

With Super Bowl XL coming up, Detroit businesses have a great opportunity to show community support and shine the Motown spirit by giving time when the city needs it the most. As business leaders, we need to recognize and support the importance of volunteerism.

Although much attention will be paid to the major events that will show off Detroit over the next few years, companies can help the community in much smaller ways and still win big.

Here are some suggestions:

* Choose a nonprofit organization with a mission tying into your corporate strategy. Encourage employees to serve on boards or to participate in fundraising activities.

* Determine where your company could use its expertise to help the community. Would your technology give students a way to learn faster or easier? Although you might not see an immediate impact on your bottom line, remember you give to get.

* Lend your personal expertise to an organization that helps an issue that personally affects you, your family or your employees (see box).

* Become actively involved in professional organizations in your company's area of expertise. Businesses typically like to hire companies that they know and trust. The more contacts you make, the more likely you are to hear about new business opportunities.

All eyes will be on Detroit for Super Bowl XL in 2006, but we have plenty of work to do before the fun begins. If your company lacks a volunteer strategy, why not try providing some manpower to work to help the city shine?

Janine M. Krasicky is president/founder of J9 Media Solutions in Ferndale, a member of the Detroit Regional Chamber. She is a member of the Chamber's Small Business Advisory Council.

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The personal touch

A local automotive supplier rallied behind an employee who was diagnosed with multiple sclerosis a few years ago. Rather than avoid the topic of her disease, the employee decided to create a team to walk to raise money to find a cure. The company's management decided to support the event. Now every employee at the company participates in the event, whether to volunteer, raise money or donate funds to find a cure. The result--the team raises more than $26,000 a year and has received awards from the National Multiple Sclerosis Society.

Volunteer Impact

Southfield-based Volunteer Impact serves as a clearinghouse for volunteer opportunities across the Detroit Region. For more information, call [phone] or visit www.volunteerimpact.org.