Public relations activities are divided into internal PR and external PR. While companies usually focus on the latter, building a positive image of products or services in the eyes of customers, it is internal communication that has a huge impact on the success of an organisation. A cohesive team and satisfied and well-informed employees are not only more committed to their work and perform better, but they also become natural ambassadors for the company. Where to start?
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In this article you will read:
- to whom is internal communication addressed?
- what benefits does in-house PR bring?
- what are the principles of internal PR?
- What tools and activities does in-house PR use?
- what does internal communication look like in practice using examples?
- What do companies that do not use internal PR lose?
Internal PR - what is it?
Internal PR is the communication activity of a company aimed at its employees. Their aim is, among other things, to build good relations among employees, which ultimately translates not only into their greater involvement, but also into a positive image of the company. Effective internal communication makes employees more motivated to work, so they are more efficient in carrying out the tasks and objectives assigned to them.
A satisfied employee is the best and most credible ambassador for a business, but a group of former employees should not be overlooked either. It is not new that they share their opinion of an employer with their family or friends. Among them may be potential customers or future employees! This is why organisations should ensure that the experiences of employees - current or past - are positive. Among the factors influencing workplace recommendation, 58% respondents cited the atmosphere in the organisation and 50% highlighted positive relationships with superiors. Companies with good internal PR have less of a problem hiring new people, which is proving to be quite a challenge for as many as 81% companies.
Principles of internal public relations
Before discussing specific internal PR tools, it is good to review its key principles. Chief among these is the priority and primacy of internal communication over external communication. Before going out with a message or action to the media or other audiences outside the organisation, employees should be informed first. This increases trust in the employer and, in the event of a crisis situation, we have more influence over what information will reach journalists.
Equally important is the truthfulness of messages - both positive and negative. If we are successful - it is worth sharing such information with employees, but when things are not going well, we should also inform those employed. This helps to build a sense of solidarity and responsibility for the fate of the company. The authenticity of internal PR is also based on the unambiguity, clarity and comprehensibility of the message - so that it can reach everyone and be received by everyone in the same way.
Internal PR tools - briefings and what else?
Internal PR has a wide range of solutions that a company can use. Some of them, such as notice boards, idea boxes or information meetings, do not require too much effort on the part of the organisation and can contribute to increasing employee confidence and keeping them better informed. Classic internal PR tools used for this purpose can also include posters, brochures or employee newsletters and newspapers. Companies also use employee mailings and newsletters in efficient internal communication, which are an excellent way to communicate key messages on a regular basis. Social media can also be an information channel, and people from different departments can be involved in creating content for it, which will provide additional integration between teams.
A well-informed employee is half the battle, but activities to build bonds between the team and superiors should not be overlooked. All kinds of team-building trips, internal events or joint training sessions are best for this. During such occasions, it is worthwhile to provide creative activities that will mobilise employees to work as a team, and when organising picnics or employee events, it is good to invite employees' families. Spending quality time together outside of working hours or the office allows people to get to know each other better and form closer relationships, which results in greater attachment to the organisation.
Internal PR also has the task of increasing employee engagement from day one, which onboarding will help to achieve. These are activities designed to introduce a new person to their job, familiarise them with how the company works, its mission, the most important information about it and the rules that govern the organisation. Simply introducing the new employee to all the teams is not enough, although some companies do not even take this step, which is a huge mistake.
Internal PR in practice - examples
Internal PR actually improves a company's image in more than just the eyes of its employees - organisations can go public with communications about the activities they undertake. It is from the media that we can learn that employees of an online shop Bee.co.uk to celebrate the brand's 3rd birthday, they sowed a flower meadow and painted beehives on the roof of the company's headquarters, while the online bookshop team TaniaKsiazka.pl took part in the Białystok Biega competition. However, there are more examples. Wedel celebrates employees' seniority anniversaries on a regular basis, Orbis organises a Children's Day for the families of its employees, and Coca Cola involved its co-workers in the joint design of its new office. It is important to remember that the main purpose of these activities is to build relationships within the company, but this does not mean that they cannot be shown off to a wider audience.
Summary
- Internal PR is about building positive relationships at different levels - both among colleagues, their superiors and between board members.
- Employees need to feel that they are part of the organisation, so when conducting internal PR, it is worth betting on effective activities that allow them to present their own
ideas and integrate the team. - PR tools used in practice include message boards, idea boxes, newsletters, team-building events or onboarding new employees.
- Satisfied employees are natural ambassadors for an organisation and their opinion can have a huge impact on future hires.
- A lack of attention to good communication within an organisation can take its toll on the company's image - not only in the eyes of employees, but also in the eyes of customers.
- Poorly managed internal PR, or lack thereof, means low employee satisfaction, which translates into poorer employee engagement, less attachment to the company and higher turnover.
Communication activities aimed at an organisation's employees are important for its functioning and achievement of its goals. When running a company, it is worth taking an interest in internal PR - if you are wondering how to improve team relations and engage employees contact get on with it!
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1 The report "Happiness at work of Poles 2022"
2 https://www.prawo.pl/kadry/jakich-pracodawcow-wybieraja-polacy,517269.html
