1) Create Great Products however small it may be, such as plug-in or a gadget which is of high value to end user. People will subscribe and will link to it. This is a relationship you have built with end users.

2) Write useful content valuable and worthy to end users. People will link to it, Digg it, Tag it etc. This is a relationship you build with users of providing advice, tips etc.

3) Publicize company news, company events as a part of PR activity, the relation you would like to have with community.

4) Build Alliances with related websites, share your product in exchange of traffic and ask them to link to you.