Employee Communications: So Close Yet So Far
Sure, we all get a little laugh after realizing we sent an e-mail to someone who is sitting about two feet away when it would have been easier to just sweep by the intended's
office, er, cube, to get an answer. But it's no joke. Employee communications is an increasingly important tool at a time when corporate America is under greater scrutiny from the
public, government, the media, NGOs and, oh yes, bloggers. A crisis that could be easily managed may get out of control if what's being said (negatively) about a company comes as
news to its employees (not to mention monkey business from on high). And it's up to senior PR managers to make sure workers are engaged and up to speed on the company's
message(s).
Yet a recent survey conducted by PR News and Delahaye finds that PR may not be taking advantage of its most crucial assets - employees. The survey, which was distributed
earlier this spring, generated more than 250 responses among PR News subscribers. Less than half of the respondents said their companies conduct annual employee surveys, while a
small portion of PR execs make up the surveys and analyze the results (see below). "Employee surveys conducted by Delahaye on behalf of client companies consistently reveal that
employees prefer more interpersonal and less controlled forms of 'dialogue' rather than formal, highly controlled forms of 'monologue,' such as newsletters and Intranets," says
Mark Weiner, president of Delahaye. "Among all forms of organizational communication, 'the grapevine' in its various forms is still considered by most employees to be the most
credible and compelling source of news. Organizations must operate openly and transparently so that each employee is enabled to be an informed and credible spokesperson for all of
the company's stakeholders."
No doubt, communications of a more personal nature - town hall meetings, for example - often take a back seat to the digital variety, re: e-mail or Web conferencing. At the
same time, "team" briefings haven't lost their popularity. However, with more and more managers growing addicted to their "crackberrys," how much longer can those "real" team
meetings last?
| 1. How well do your employees understand your key messages and objectives? |
| Very Well |
14% |
| Well |
58% |
| Not So Well |
24% |
| Don’t Know |
4% |
| 2. HOW OFTEN DO YOU FORMALLY MEASURE EMPLOYEE MORALE? |
|
WEEKLY |
MONTHLY |
ANNUALLY |
NEVER |
| WITHIN YOUR OWN DEPARTMENT: |
15% |
14% |
29% |
42% |
| COMPANY-WIDE: |
4% |
10% |
55% |
31% |
| 3. HOW OFTEN DO YOU CONDUCT EMPLOYEE SURVEYS? |
| MONTHLY |
4% |
| QUARTERLY |
10% |
| ANNUALLY |
45% |
| OTHER |
41% |
|
| ...AND WHO EXECUTES THE SURVEYS AND ANALYZES THE RESULTS? |
| Communications Department |
18% |
| Human Resources |
30% |
| Public Relations |
8% |
| Other |
44% |
| 4. THROUGH WHAT MEANS DO YOU FORMALLY COMMUNICATE WITH EMPLOYEES? |
| Team Briefings |
16% |
| Newsletters |
14% |
| Intranet |
13% |
| E-Mail |
21% |
| Videoconferences |
2% |
| Audioconferences |
3% |
| “Town Hall� Meetings |
11% |
| Parties/Events |
12% |
| Other |
8% |
| ...AND HOW FREQUENTLY DO YOU USE THESE MEDIUMS? |
|
Daily |
Weekly |
Monthly |
Occasionally |
Never |
| Team Briefings |
10% |
47% |
24% |
12% |
7% |
| Newsletters |
2% |
18% |
38% |
24% |
18% |
| E-Mail |
48% |
33% |
10% |
17% |
2% |
| Videoconferences |
1% |
6% |
8% |
22% |
63% |
| Audioconferences |
4% |
6% |
4% |
28% |
58% |
| “Town Hall� Meetings |
- |
4% |
12% |
55% |
28% |
| Parties/Events |
- |
1% |
12% |
74% |
13% |
| Other |
20% |
10% |
11% |
20% |
39% |
5. HOW OFTEN DO YOU COMMUNICATE TO SENIOR MANAGEMENT (CEO, C-SUITE) STATISTICS AND/OR MEASUREMENTS THAT SHOW THE EFFECTIVENESS OF
INTERNAL COMMUNICATIONS? |
| Regularly |
21% |
| Very Often |
12% |
| Sporadically |
42% |
| Never |
18% |
| Don’t Know |
7% |
