Strategic Communication 101: Public Relations Tools and Tactics - Internal Communication Newsletters Town Halls Intranet

What This Is

Internal Communication is the strategic process of sharing information, ideas, and values within an organization to engage employees, build trust, and drive business outcomes. Effective internal communication is crucial for an organization's reputation, relationships, and bottom line. For instance, during Johnson & Johnson's Tylenol recall in 1982, the company's swift and transparent internal communication helped to mitigate the crisis, maintain public trust, and ultimately save the brand. This gold standard for crisis communication demonstrates the importance of internal communication in times of crisis.

Key Theories & Models

• Image Repair Theory (Benoit): This theory provides five strategies for repairing an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is to choose the most effective strategy based on the severity and evidence of the crisis.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). The strategic implication is to plan integrated campaigns that leverage all four categories to maximize reach and impact.
• Two-Way Symmetrical Communication Model: This model emphasizes mutual adjustment between the organization and its publics. The strategic implication is to engage in ongoing dialogue with stakeholders to build trust and address concerns.
• Internal Communication Audit: This framework assesses the effectiveness of internal communication by evaluating factors such as message clarity, channel effectiveness, and employee engagement. The strategic implication is to identify areas for improvement and develop targeted communication strategies.
• Social Identity Theory: This theory explains how individuals derive a sense of identity and belonging from their membership in groups. The strategic implication is to leverage internal communication to foster a sense of community and shared purpose among employees.
• Organizational Learning Theory: This theory explains how organizations learn and adapt through experience and feedback. The strategic implication is to use internal communication to facilitate knowledge sharing, feedback, and continuous improvement.

Step-by-Step Application

1. Conduct an Internal Communication Audit: Assess the effectiveness of internal communication by evaluating factors such as message clarity, channel effectiveness, and employee engagement.
2. Develop a Communication Strategy: Based on the audit results, develop a targeted communication strategy that addresses areas for improvement and leverages the organization's strengths.
3. Create a Communication Plan: Outline specific communication objectives, target audiences, channels, and timelines for the communication strategy.
4. Implement the Communication Plan: Execute the communication plan by creating and disseminating relevant content, engaging with employees, and monitoring progress.
5. Evaluate and Refine: Continuously evaluate the effectiveness of the communication plan and refine it as needed to ensure ongoing improvement.

Common Misconceptions

• Misconception: "Internal communication is just a one-way broadcast of information from management to employees."
• Correction: Effective internal communication is a two-way process that involves ongoing dialogue and engagement with employees to build trust and address concerns. For example, during the COVID-19 pandemic, companies like Microsoft and Google used internal communication to engage with employees, share updates, and provide support.
• Misconception: "Internal communication is not as important as external communication."
• Correction: Internal communication is critical for building a positive work culture, engaging employees, and driving business outcomes. For example, a study by Gallup found that employees who are engaged in their work are 26% more productive and have 23% higher sales.
• Misconception: "Internal communication is only for large organizations."
• Correction: Internal communication is essential for organizations of all sizes, from small startups to large corporations. For example, a small startup like Airbnb uses internal communication to engage with employees, share updates, and build a sense of community.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a scenario and develop a communication strategy that addresses the organization's needs and goals.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinction between CSR and shared value.
• Demonstrating strategic thinking: Show how your communication strategy aligns with the organization's overall goals and objectives, and how it will drive business outcomes.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the incident and apologize for the CEO's behavior. 2. Provide context and explain the actions being taken to address the issue. 3. Engage with employees and stakeholders to build trust and provide support.

Rationale: This response is grounded in Image Repair Theory, which emphasizes the importance of acknowledging and apologizing for a crisis. By taking these steps, the crisis communication team can begin to repair the organization's image and mitigate the damage.

Last-Minute Cram Sheet

• Image Repair Theory: Denial, evasion, reducing offensiveness, corrective action, and mortification.
• PESO Model: Paid, Earned, Shared, and Owned media categories.
• Two-Way Symmetrical Communication Model: Mutual adjustment between the organization and its publics.
• Internal Communication Audit: Evaluates message clarity, channel effectiveness, and employee engagement.
• Social Identity Theory: Individuals derive a sense of identity and belonging from group membership.
• Organizational Learning Theory: Organizations learn and adapt through experience and feedback.
• APR Code of Ethics: Provides guidelines for professional conduct in public relations.
• PRSA Code of Ethics: Emphasizes the importance of honesty, transparency, and accountability in public relations.
• "Two-way symmetrical" is not just "listening" – it's mutual adjustment, not just research to improve persuasion."
• "Internal communication is not just for employees" – it's also for stakeholders and the broader public."