| Companies commit huge amounts of time, manpower | | | | Including your workforce in the information loop is |
| and money to conduct effective public relations | | | | important because it: |
| programs and maintain their positive reputations. | | | | - Enables employees to describe knowledgeably your |
| However, many fail to engage, potentially, their most | | | | company's products and services and its point of view |
| powerful public relations engines available -- their own | | | | on major issues. |
| employees. | | | | - Spares employees the belittling experience of first |
| Too many companies fail to recognize their | | | | hearing company news from outside sources. You |
| employees' ability to provide support as their | | | | don't want your employees' initial exposure to true or |
| organization's best ambassadors. Every public relations | | | | alleged facts to occur via the news media, an Internet |
| initiative -- and especially every crisis communications | | | | blog or a relative. |
| plan -- should include a sup-plan to inform employees | | | | - Enables you to explain to employees how your public |
| and other internal audiences prior to going public with | | | | relations department works with reporters to develop |
| news and important information. | | | | relationships, pitch ideas, contribute background |
| In-person briefings show your concern for employees | | | | information and facilitate the inclusion of your |
| more pointedly than a memo or newsletter. However, | | | | executives' quotes in news stories. Employees and |
| written communications are often the only option. | | | | others may have no idea of the strategy, effort and |
| Prepare your employees with key facts so they can | | | | professionalism required to deliver high visibility public |
| step up as knowledgeable public relations advocates. | | | | relations. |
| Engage their collective voice in support of your | | | | The importance of keeping employees abreast of |
| organization's strengths, objectives and mission. | | | | company developments applies to virtually every |
| It is beyond your control, but every employee | | | | circumstance. But it is particularly important when you |
| becomes a company spokesperson -- good or bad -- | | | | anticipate a major news story -- positive or negative. |
| when they talk to their families, friends and associates. | | | | Preparing employees for such a story gives them time |
| What they say and the impressions they make | | | | to discuss it, ask questions and absorb the facts then |
| regarding your organization are determined largely by | | | | knowledgeably present your company's point of view |
| the amount and quality of information you give them. | | | | when the piece goes public. |
| For example, if your company is planning to introduce a | | | | By keeping your employees in the information loop and |
| new product, your employees should know everything | | | | arming them with accurate and current information, |
| about the product's features and benefits at the time | | | | you enable them to reinforce your company's mission, |
| of the introduction. Or if your company is advocating | | | | advocate its strengths and objectives and help to |
| certain legislation, employees should know how it would | | | | burnish the company's positive reputation. |
| benefit them and your organization. | | | | |