How to Turn Internal Communications into PR Wins
Internal communications are often overlooked in the hustle of creating external PR campaigns, but they hold the potential to be a powerful tool in your overall PR strategy. When done right, your internal messaging can not only boost employee engagement but also become a key driver for public relations success. Let’s dive into how you can transform internal communications into PR wins.
1. Align Internal Communications with Company Vision
A strong PR strategy starts from within. When your internal communications reflect your company’s core values, mission, and vision, it creates a unified front that will shine through to the public. Employees who are aligned with the brand’s narrative are more likely to become brand advocates, sharing your values with external stakeholders through social media or word-of-mouth.
Make sure internal newsletters, team meetings, and other communication channels regularly reinforce the company’s goals and achievements. This alignment will not only boost morale internally but also help build an authentic external narrative. Remember, authenticity is a key element of successful PR.
2. Empower Employees as Brand Ambassadors
Your employees can become some of your most effective PR advocates. When they understand the company’s vision and the PR efforts being made, they can help spread the word, especially on social media platforms. Internal communications should focus on educating employees about your PR campaigns, successes, and the message you’re trying to convey.
Encourage employees to share company updates and positive press mentions across their personal social media profiles. By doing so, they will amplify your PR messages organically, creating a wider reach for your brand and building a sense of pride within the organization.
3. Share Success Stories Internally Before Going Public
Before sending out a press release or making an official announcement to the media, it’s always a good idea to share the news internally first. This not only prepares your team for any questions or external inquiries but also helps generate excitement within the organization. When employees feel like they're part of the process, they're more likely to be excited about spreading the word externally.
For instance, if your company is about to launch a new product or achieve a significant milestone, sharing these achievements internally first can spark enthusiasm. Once the internal buzz is created, it naturally carries over to external PR efforts, creating a more authentic and genuine promotion.
4. Use Internal Communications to Manage Crisis
Internal communications can play a crucial role during a PR crisis. How you communicate with your team during tough times can directly impact the way the public perceives your company. A transparent, open line of communication can help prevent rumors and misinformation from spreading, both internally and externally.
By keeping employees informed and ensuring they understand the company's response strategy, they can confidently address questions from the outside world. This proactive approach to crisis management not only minimizes internal chaos but also strengthens the company’s reputation as transparent and trustworthy.
5. Foster Collaboration Between PR and Internal Teams
Building a strong relationship between your PR team and internal communications team is crucial for success. Often, these two areas work in silos, which can lead to misalignment in messaging and missed opportunities. Collaboration is key to ensuring that both internal and external communications are aligned and mutually reinforcing.
Internal communications can provide valuable insights into employee sentiment, which can help shape external PR strategies. For example, if employees are excited about a new initiative, the PR team can use that enthusiasm to craft external messaging. Regular check-ins between the PR and internal teams can ensure that the company’s story is being told consistently, both inside and outside the organization.
6. Use Internal Platforms for PR Opportunities
Don’t overlook the power of internal platforms when it comes to PR. Whether it’s an internal blog, intranet, or messaging app, these platforms can be used to share company news, highlight employee achievements, or even feature guest contributions from top executives. These internal channels can provide valuable content that can later be repurposed for external PR efforts.
For example, an employee spotlight on your internal blog can be turned into a press feature, showcasing your company's dedication to its people. By using internal channels in creative ways, you can bridge the gap between internal communication and external PR success.
7. Celebrate Internal Wins Publicly
One of the most effective ways to connect internal and external communications is by celebrating internal wins publicly. Whether it’s an employee award, a company milestone, or a successful project completion, these moments can become powerful PR stories. Celebrate them on social media, in press releases, or through other external channels.
When internal achievements are celebrated externally, it creates a positive narrative for the brand, showing that the company values its employees and their contributions. This not only enhances employee morale but also builds trust with your external audience, demonstrating that your company is strong, united, and values its people.
Conclusion
By leveraging internal communications as a strategic PR tool, you can create a unified and authentic brand image that resonates both internally and externally. Aligning your messaging, empowering employees, and fostering collaboration between teams can lead to PR wins that not only strengthen your company culture but also elevate your brand in the public eye.
