Chapter 10:Employee Communication

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Introduction to Public Relations

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EMPLOYEE COMMUNICATION

Successful employee communication requires: A healthy organizational cultureSound communication policyProfessional implementationUnderstanding employee communication preferences and

aptitudesWhat else?

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WHAT IS ORGANIZATION CULTURE?

Employees collective perceptions of: Policies, Rules and Standards Organizational Structure Leadership Values “The way things get done” and “how decisions are made”

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TWO TYPES OF ORGANIZATIONAL CULTURE

Authoritarian cultures - centralized decision-making with the CEO and a few top-level managers

Participative cultures – teamwork drives decision-making

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PR AND WORKPLACE CULTURE

Public relations contribute to a productive workplace culture in that: Establishes organizational policy in conjunction with

HR, the TMT, BOD, etc.Helps in designing and implementing organizational

change programs Provides expertise in employee communication for

any occassion

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IDEAL ORGANIZATIONAL CULTURE

The best workplace culture should provide feelings of: Confidence Openness Candor Satisfaction Involvement Pride Supportiveness

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PR AND EMPLOYEE COMMUNICATION

PR practitioners’ duties in employee communication include: Promoting understanding and awareness of company goals

Interpreting management and personnel policies

Fulfilling employee information needs

Providing channels for two-way communication

Encouraging favorable attitudes and increased productivity

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SOURCES EMPLOYEES RESPECT MOST

1. Immediate Supervisor2. Small group meetings3. Top Executives4. Annual Reports5. Employee Handbook

6. Orientation Programs7. Local employee publications8. Bulletin Boards9. Mass meetings10. Union, grapevine, & mass media

Employees want to hear information from:

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ORGANIZATIONAL MEDIA

Publications

Videos

Television

Intranets

Email

News releases

Events & Meetings

Posters and billboards

Exhibits and displays

Reprints of speeches

Booklets and manuals

Organization Websites

Social Media

PR practitioners use the following internal media:

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ATTEND TO EMPLOYEE INTERESTS

Research shows employee interests rank as follows:

1. Organizational plans for the future

2. Job advancement opportunities

3. Job-related “how to” information

4. Productivity improvement

5. Personnel policies and procedures

6. How the organization is doing vs. competitors

7. How individual jobs fit into the organization

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CONTENT IN EMPLOYEE MEDIA

Typically, an employee newsletter contains: 50 % about the organization 20 % about employees – benefits, etc. 20 % relevant non-company information about competitors,

the community, etc. 10 % personals, trivia and entertainment

There must be a balance between the information employees want and what they need.

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EMPLOYEES ARE THE MOST RESEARCHED PUBLIC

Companies know more about their employees than any other public.

They know their…

Name

Contact information

Company department

Job Function

Family status

So media and messages can be focused accordingly – but don’t be

creepy about it (i.e. too “big brother”).

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PHASES / TYPES OF EMPLOYEE COMMUNICATION

Job and Company Orientation On-the-job Working Conditions Rewards, Recognitions and Promotions Work stoppage, termination or separation

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SPECIFIC PRACTICES FOR EFFECTIVE EMPLOYEE RELATIONS

Employees must be told first Must tell the bad news with the good. Must be timely with info Must inform employees on subjects they

think are important Use media employees trust (online vs. face-

to-face?)

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SPECIAL INTERESTS: UNION COMMUNICATIONS

Company-union relationships are typically adversarial in nature.

They are governed by Federal and state statutes and regulations. (i.e. “union shop” and collective bargaining laws – National Labor Relations Act – 1935, and others) These laws and regulations limit management behaviors like

discriminating against employees who join unions

Employees unionize when they feel they are being treated unfairly

PR practitioners can help resolve issues with unions and establish and maintain an effective ongoing relationship between unions and management

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IN SUMMARY

Employees are an audience like any other. But they’re different from other audiences because…

They are more readily identified and targeted Their informational needs tend to be more complex More media are available to reach them