Week 10— Corporate PR: internal communication and social responsibility
I feel like a Mother of 12 this week with a million and two things to do/multitask (please note: I am not a Mother of 12..but I do have a million and two things to multitask). Anyway, let’s dive on in to week 10’s lecture!
Thank goodness the lecture slides have overviews (so you know what you’re getting yourself into!).
This weeks overview:
- Corp PR
- Corp PR Duties
- Internal Comm
- Corp Social Responsibility
Half of that overview sounds kiiind of like what we discussed last week in week 9, but let’s go full steam ahead anyway and get our learning on.
Internal Comm + Corp Social Responsibility (seriously thinking about making an acronym out of that…CSR? *pending*) are specialisations within PR and are often key responsibilities of the corp PR professional.
Please note: I am taking a TONNE of references from my UniSA PR Theory + Practice Week 10 Lecture..just in case you were all wondering why I either have a wicked memory and am taking this all from my head, or was just a fountain of knowledge overflowing with obvious genius. I’m not either of those things..no matter hard I try to convince people, for some reason, they just don’t believe me.
Continuing on from Week 9’s blog post where we covered what corp PR was, what it’s function and purpose is, and so on..Week 10 rehashes a lot of what I discussed last week, so let’s just skip on past like a little child in a daisy field.
Principles of Corp PR are centred around relationships, research, respect, and responsibility.
PR practitioners need to work with staff across an organisation. The role of the CEO leadership and management culture is an essential influencer of corp PR.
Again, as mentioned in Week 9’s blog, not only is Corp PR about communicating between a company and its shareholders (as they have a legal responsibility to communicate with their stakeholders), but it is equally as important to have a flow of internal communication within the company.
The main objectives of internal communication are:
- Employees understand their role in the org (which is vital for them to be able to perform, excel and track their performance in their roll)
- Clarify management policies
- Ensure employee well-being and safety
- Recognise employee achievements
Internal comms recognises employees (or volunteers/members) as important internal publics.
How does a company ensure effective internal communication?
Oh I know! Pick me! Pick me!
- Transform employees to Brand Advocates
- Drive employee engagement
- Reduce employee acquisition and retention cost
- Make workplace secured
- Great place to work
- Open communication
Slide 14 of the lecture will find you looking at a table of tactics and tools for internal communication. From using reports, booklets and manuals to aid communication in meetings, printed speeches at events, newsletters for information racks..there are so many tools and tactics for internal comm.
Corporate Social Responsibility
According to HSBC said this regarding CSR:
“Managing our business responsibly and sensitively for long-term success. Our goal is not, and never has been, profit at any cost because we know that tomorrow’s success depends on the trust we build today”
Areas of activity for CSR:
- Physical/ecological environment
The lecture finished off with examples of corporate community tactic examples:
- Funding landscaped local roundabouts
- Decorating old people’s homes
- Reading aloud to children
- Sponsorship of local events
- Offering work experience to young people
The list goes on..
Til next week, fam!