You need to get out and do some volunteer work of your own.  And don’t just send your employees – people need to see your smiling face.

 Adopt a road or volunteer at the zoo.  Pick up trash in a public park or deliver meals to the needy.  Whatever it is, get your own face in front of the public. 

If the public perceives you as just any other businessperson, they won’t see the caring professional that you really are.  If, however, you convince them that you are a vital member of your community, dedicated to their well being at all times, you’ll see their appreciation when they need your comfort most.