'Cheerleading' in a Relational Context

A marketing staff member at the retirement community where we live is asking us residents to vote for it in the local newspaper's "Best Of" contest, in the categories of "Best Retirement Community" and "Best Personal Care". This is understandable as cheerleading, and other nearby retirement communities may well be doing the same thing. But cheerleading, we'd caution, isn't necessarily fair. It's an expression of enthusiasm, and in this context, very likely uninformed enthusiasm. In knowing little, if anything, about the functioning of other retirement communities, such sentiments seem unfair to competing organizations that presumably are seeking to serve their residents well. Thus, we have an example of the complexities of organizational communication in a fair-minded relational context.