Employee Communications Guidebook

In this sixth volume of PR News’ Book of Employee Communications Strategies & Tactics, our authors, drawing on diverse backgrounds in brand, agency, nonprofit and academic PR practice, bring you practical advice for setting internal social media guidelines, structuring your team within the larger organization, nurturing talent and much more.



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Overview | Chapters | Featured Companies | Samples | Buy Now


Overview

Every aspect of public relations has had to evolve to keep up with a changing world, and employee communications is no exception. The way employees use social media affects brand reputation; the speed of information dissemination makes it more important than ever to communicate quickly to stem the tide of rumor; a new generation entering the workforce has values and motivations different from the generations preceding it. As organizations look to serve some of their most important stakeholders—those inside the organization—they must continually seek to emulate the example of PR experts who keep their practices up to date.

Those experts, whose advice we have compiled in this book, will tell you that internally focused PR can make a big difference in motivating employees. David Alexander, CCO at Rotary International, for example, shares how you can “deepen employee connection to your cause…through programming that links their participation to the achievement of organization goals.” But as Bradford Walton, director of communication at The Home Depot, points out, “True associate engagement is a journey, it doesn’t happen overnight.”

Yes, it’s a journey with several paths beyond direct motivation. It requires that you work with leadership during crises to demonstrate to employees that steady hands are at the helm. It requires working effectively with HR, marketing and other departments. It requires demonstrating to the leaders of tomorrow, the younger employees in your force, that you share their values and appreciate their voices. And if you can truly succeed, you’ll go beyond mere job satisfaction, creating a legion of advocates for your organization and its mission.

Chapters

  • How PR Generates Brand Advocates by Collaborating With Internal Communications By Keerti Baker
  • Revisiting Organizational Values for Culture Change Communications By Susan Berthelot and Mark McElroy
  • Weaving PR Strategies Into Your Employee Communications Program By Tracy Zampaglione
  • How a Federal Laboratory’s Communications Team Tells Its Quarterly Story in One Cool Page By PR News Editors
  • 5 Tips to Help You Make the C-Suite More Relatable and Personable to Employees By Anne May Navarrete
  • Tips and Tactics to Help PR Communicate More Effectively With CEOs and the C-Suite By PR News Editors
  • Leading the Charge: 5 Steps to Get Salespeople on Board With PR By Liz Sophia McClellan
  • Activating an Army of Associates: Engaging Employees Through Volunteerism By Bradford Walton
  • Close Chapter
  • Welcome to Safety Week: Where Enthusiasm Drives Engagement By Vicky Campo
  • How to Improve Your ‘Organizational Clarity’ Grade by Being Brain-Friendly By Liz Guthridge
  • After the Ink Dries: 6 Competencies to Lead Effective Post-Merger Change By Deborah Hileman
  • What’s in It for Me and Why Should I Do It? Addressing Diverse Motivations By Ella Minty
  • The Stay Interview: A Strategy to Reduce Turnover and Retain Your Top Performers By Leesa M. Schipani
  • TEN10: How One Brand Built Engagement Globally Through Recognition By Keith Burton and Dharma Subramanian
  • Next Trends in Engagement: Great Content, Fewer Emails, Shorter Meetings By PR News Editors
  • How to Ensure Your PR Team Is Fully Engaged, Motivated and Appreciated By Wendy Lund
  • Enhance Company & Employee Performance via Vacations and Clearer Expectations By Mike McDougall
  • Bolstering Organization Motivation and Morale Through Connection to the Mission By David Alexander
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  • The 3-Step Social Media Policy for Employers to Employees By Ingrid Kibler
  • Everything to Everybody: Communicating With Stakeholders in Every Role By David Quiñones
  • Mobile Tech Lags Behind for Company Intranets as Pressure Builds for IC Pros By PR News Editors
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  • 6 Ways for Leaders to Grow Their Employees Into Future Leaders By Justin E. Pettigrew
  • Assessing and Improving Morale With Free Job Perks for Enormous ROI By Jessica Rosenberg
  • How to Make Your Team’s Brainstorming More Effective and Productive By Susan Blanchard
  • Recruitment and Retention: 6 Tips for Building Great Employee Teams By Bob Pearson
  • 6 Tips to Help Communicators Better Engage With Remote Employees By Jessica Nielsen
  • 3 Skills That Aspiring PR Pros Need—and How Mentors Can Help Them By Jacqueline Strayer
  • What Young PR Hires Are Thinking and How to Help Them Succeed By Evan Martinez
  • Boost Employee Morale and Impact Company Operations via Engagement By Autumn Manning
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  • Don’t Forget: Communicating With Your Employees During a Crisis By Eden Gillott Bowe
  • 7 Ways to Manage Employees Dealing With Various Personal Crises By Lauren Izaks
  • Walk Before You Can Run: How to Establish a Crisis Communication Plan By Samantha Kruse and Kelsey Chapekis
  • How Proactive Employee Engagement Provides a Crisis Safety Net By Gabor Sarlos
  • What ‘The Martian’ Teaches Us About Employee Communications in a Crisis By Jeremy Boylen
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  • Discovering the ‘Y’ in Generation Y: Key Learnings on How to Integrate Millennials By Jennifer Barrett and Anthony Melito
  • How to Spread Information to Different Generations of Employees During a Crisis By Robert S. Fleming
  • From SMS to F2F: How to Make Different Generations’ Preferences Work for You By Christian Hunter
  • How to Recruit, Retain and Engage a Millennial Workforce in Public Relations By Stephanie A. Smith
  • Cultivating the Intergenerational Workplace Paradigm: 5 Key Factors By Jamie Ward, Regina Luttrell & Karen McGrath
  • 5 Ways to Build Better Coexistence Between Millennials and Managers By Heather Harder
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  • Driving Change: A Case for Partnership Between HR, Communications and Strategy By Katie Fitzgerald
  • How to Create a Winning Employee Social Media Advocacy Program By Dawn Lassiter-Brueske
  • HR Plus PR for Effective Employee Engagement and Employer Branding By Melony Shemberger
  • Corporate Restructuring PR: How to Manage When Layoffs Loom By PR News Editors
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  • The First Follower Within Your Organization: An Advocacy Analogy By Joshua M. Habursky
  • New Ways to Communicate Values to Employees and Turn Them Into Advocates By Maree Jones
  • Brand Ambassadors: Using Employee Social Media Channels to Get Brand Buzz By Anita O’Malley
  • Close Chapter
  • How a Fast-Growing Nonprofit Rebuilt Its PR Team Using Agency Principles By Marisa Long
  • Brand Execs: Integrated Comms Leads to Data Sharing, Digital Transformation By PR News Editors
  • For Truly Revolutionary Silo-Busting, Break Down the Wall Between PR & IT By Kevin Kautzky
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

Employee Communications Guidebook Featured Company
Employee Communications Guidebook Featured Company
Employee Communications Guidebook Featured Company
Employee Communications Guidebook Featured Company
Employee Communications Guidebook Featured Company
Employee Communications Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

Employee Communications Guidebook Sample Article

A sample article: How PR Generates Brand Advocates by Collaborating With Internal Communications By Keerti Baker

Employee Communications Guidebook Sample Article

An excerpt from Everything to Everybody: Communicating With Stakeholders in Every Role By David Quiñones

Employee Communications Guidebook Sample Article

An excerpt from 3 Skills That Aspiring PR Pros Need—and How Mentors Can Help Them By Jacqueline Strayer

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Employee Communications Guidebook


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