2010 Digital PR Awards: Employee Communication

Winner: Fleishman-Hillard – Texting & Driving...It Can Wait: Engaging Employees

To help combat the frightening statistic that drivers are 23% more likely to crash when texting while driving, AT&T tapped Fleishman-Hillard to develop an online employee communications campaign that educates and mobilizes employees to sign an online pledge to not text while driving. They leveraged the poignancy of real-life personal stories and engaged employees in an active discussion through integrated online channels, including AT&T Insider, the company’s employee portal, and tSpace, AT&T’s internal social media platform. In the tSpace community, a prominent promotion for the online pledge was launched, garnering over 15,000 pledges.

Honorable Mentions:

OMV Petrom SA - A Member of OMV Group - Chatting with the CEO:

Logistically, organizing meetings between the Petrom CEO and all Petrom's employees was not feasible, so the corporate communications team leveraged Petrom's Intranet. They added a dedicated online chat application to act as a "table" for monthly one-hour sessions during which all employees can directly discuss with their CEO the topics they previously voted as being of interest. 

MWW Group - Keeping Harrah’s Competitive:

To address employee reaction during a union dispute, MWW launched www.acsstraighttalk.com to provide employees with timely, factual information in an employee-friendly manner. Regular updates succeeded in calming the conversation and employees performed their jobs during the critical summer season with solid customer satisfaction scores.

SAP - Social News for the Intranet:

To reinvigorate the company intranet to become a popular, reliable source of employee information gathering and sharing, SAP embarked on a rigorous training protocol, the site was performance-tested and optimized and a "social newsroom" was implemented to encourage employee communications. SAP News, since launching in March 2010 has generated more than 100 articles and nearly 1,000 comments. 

SSM Health Care - SSM Leadership Conference Coverage:

SSM ramped up its social media for its 2009 Leadership conference, posting more than 50% of coverage of employees and conference speakers within one hour, and offering employees a choice of how they wanted to get their information. That publicity, combined with the tweets, Facebook and Flickr efforts helped propel the SSM Web site to all-time highs for pages viewed on a single day.