Anyone living in the Northeast during the last month knows it was a month of non-stop rain reaching unprecedented proportions. Two storms brought record amounts of rain and flooding within weeks of each other, dumping water that not only flooded basements but brought heart-breaking destruction to New England.

So how does this natural disaster bring to mind a public/private community relations case study? In my opinion, it does in the form of an unlikely community relations hero – The Boston Duck Tours Company.

The best public/private community relations efforts are exemplified when a company creatively uses its resources to help those around it versus solely throwing money at a particular situation. During the last two storms, the Boston Duck Tours Company did exactly that.

Iconic to Boston since they were introduced in 1994, the amphibious boats (first used in World War II) have long shuttled tourists and Bostonians through the historic streets of the city only to then plunge into the waters of the Charles River. They have become so synonymous with the city that even the Celtics rode the boats during their 2008 victory parade down Boylston Street.

So how did Duck Boats become the community hero during the storm of the century? As the waters were rising around homes, and the desperate request for help came from trapped area residents during both storms, the Boston Duck Tours Company answered the call-to-action and used its vehicles to reach and rescue trapped residents.

The simplicity and purity of this action by Boston Duck Tours Company is the gold standard of what the true meaning of “community relations” is all about. Making this action even more powerful, this small company did this for the right reason – to help the community that supports its business.

Spring is here, the weather is getting better and tourists are coming back to the city. Maybe it’s time to say thank you by taking a ride on the Boston Duck Tour!

--Mark Malinowski, Vice President