In PR, you have two audiences: external and internal (employees). But many businesses omit internal PR, a costly mistake that can result in decreased productivity. Read on to learn how to maximize your employee goodwill and company leadership through an active internal PR campaign.
When most people think of PR, the first thing that comes to mind is typically press releases and/or crisis management situations. But PR consists of so much more than just the written word and public disasters – PR is comprised of an overall strategy that exists to influence the way your target publics think and make decisions. And that doesn’t only pertain to consumers – you must also consider your internal target publics, a step which many businesses fail to take. Many execs exert laser focus when it comes to external communications tactics that they neglect internal communication and building relationships, which can have dire results on a company’s inherent culture.
A recent survey conducted by Kelton Global found that the qualities workers value most in their company’s leaders are the same qualities they find most lacking:
- Thirty percent of workers surveyed say honesty is the trait they value most in their company’s leaders, while 22 percent cite communication skills;
- Yet those surveyed said communicating well (20 percent) and honesty (16 percent) also are the qualities they believe to be leaders’ biggest shortcomings (1).
Unfortunately for the companies who employees responded to that survey, they’re losing a prime opportunity – by paying equal attention to your internal audience, you become a trusted resource and become more knowledgeable and better informed within your company.
PR is the tool to communicate to your target publics – in companies there are many target publics – executives, entry positions and middle management to name a few – not to mention sales, marketing and other divisions. Each group has its own mindset. Companies that employee internal PR campaigns find they are more productive – according to the National Business Research Institute, disengaged employees cost the US economy $370 billion annually, while engaged employees save their organizations 5% or more. Engaged employees optimized their productivity during office hours, won’t actively seek or accept positions with a new company and will advocate for the brand (1).
You want to know the best part? Internal PR is much easier to master than external PR – but the most important tidbit to remember is that internal PR never ends. It’s an ongoing and evolving process that gets repeated over time. But by learning the general steps, you’ve already allowed internal PR to become a natural part of your company culture.
For more information about our services and how to improve your company leadership and internal PR, visit us online at www.jotopr.com. For a free PR Evaluation, click here.
- “Leadership Disconnect: Communication and Honesty.” Bulldogreporter.com. N.p., 20 Feb. 2014. Web. 4 Mar. 2014. bulldogreporter.com/dailydog/article/pr-biz-update/leadership-disconnect-communication-and-honesty-among-traits-most-des.
- “Employee/Internal Communications.” Prfirms.org. Council of Public Relations Firms, n.d. Web. 4 Mar. 2014. prfirms.org/inside-pr/employeeinternal-communications.