Public Relations Begins at Home – The Essence of Internal Communication
DOI:
https://doi.org/10.12775/TSB.2014.007Keywords
internal public relations, internal public relations tools, public relations, the objectives of internal public relationsAbstract
The purpose of this article is to discuss the practice of internal public relations in modern companies. It presents the most popular PR tools and analyses the efficiency of cooperation with employees. In the past, internal public relations was appreciated exclusively by foreign organisations. At present, Polish undertakings understand its importance and perceive public relations as a crucial part of their activity. Internal communication has become a key element of effective public relations as it complements the market success. Internal public relations objective is not only to keep employees up to date, but also to boost their motivation and satisfy educational needs. A team that identifies itself with the company and protects its reputation is the effect of a well-managed policy.
The company’s internal perception determines its external communication. Thus, the company image in the eyes of its employees and colleagues influences the content of communication and opinions spread outside the office. Naturally, employees know the company from the inside. They are aware of the complexity and imperfection of processes, and consequently, they constitute the most persuasive medium. The art of public relations is based on a selection of tools that help to convey the intended message and get feedback. The mission of internal public relations is to maximize the employees’ participation in the company life and win their loyalty and solidarity.References
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