PR Campaigns – The blog

September 25, 2008

Effectively Engaging Employees

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!

-Cast Communications

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5 Comments »

  1. The tricky part of internal communication is finding a balance between the two sides of this statement: 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.

    The line between encouragement and enforcement is slim and in constant motion, and perceived differently by different people. I do agree that it’s extremely important, but it’s also one of the hardest areas of PR in which to be effective.

    Comment by drgilpin — September 26, 2008 @ 11:11 am | Reply

  2. I was thinking about this the other day after the first interview with our client Medicis Pharmaceuticals. When we went to their office, our contact there often made the point to talk about the great working atmosphere the employees had and the interactions they had with management. The employees did fun relationship building events such as Wii tournaments and there were coffee break rooms on every floor to encourage interaction. I think even simple things like that create a much happier staff.

    Comment by trentonhorne — September 30, 2008 @ 2:08 pm | Reply

  3. I think that this is an often overlooked form of PR. Internal communication is underestimated as a means to reach public relations goals. Employees who are happy in their job, will communicate better with the public and therefore give a better representation of that business to the public. It is a huge problem to have employees treating the public poorly, because it reflects on the company as a whole. Internal communication, I believe, can help to manage this problem.

    Comment by agilliam — September 30, 2008 @ 3:59 pm | Reply

  4. I think internal communications is vital to the success of a company because if employees are unsatisfied and have no methods of expressing their dissatisfaction, how is the problem supposed to be solved? The idea of an internal video exchange is quite creative and could be both beneficial and detrimental, even something as simple as weekly e-mail checking up on employees could give feedback on how everything is going. If employees are afraid to talk to the higher powers within their company, change will never come.

    Comment by bkranz — October 2, 2008 @ 12:23 pm | Reply

  5. I worked on the project mentioned in the above post. Video was the right vehicle for this particular story-telling effort. In the work that my group, Insidedge, does for our clients, we use a variety of story-telling methods from video, to internal print ad campaigns to grassroots peer-to-peer recognition programs and more. Sometimes, it’s as simple as posting a write-up of a story on an Intranet. The point is that all organizations have a culture and there is benefit in sharing that culture.

    I agree with both agilliam and bkranz that communicating effectively to employees can strengthen a brand because message consistency helps establish trust and employees can translate the brand into their daily interactions with customers.

    Comment by edwardford — October 13, 2008 @ 9:23 am | Reply


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