I think an important area often overlooked in PR is internal communications. This is crucial because if the employees are not happy, then business is not going to run smoothly. Employees need to be informed, they need to have an open two-way communication with their employers and most importantly they need to be on board with the company mission.
I found this article about an international company, GolinHarris, that developed an intranet site similar to YouTube, where employees can upload their own videos to share their stories on inspiration, ideas, employees and office experiences. I found this idea to be incredibly creative and useful. With close monitoring of course, employees can speak their minds, express their individualism and connect to others all around the world. It engages employees and encourages idea sharing. Making someone feel part of something bigger is important for a lot of people and can create a better work environment, therefore creating more productivity. At the same time, management is able to reflect on these videos to learn more about their employees. It is a win-win situation on both sides!