Techniques and Cases in Public Relations

Internal Relations

The general goal as a public relations practitioner is to achieve internal and external harmony. It is more than just communicating with your external audiences, but your internal audience and stakeholders as well. If it is found that the internal relations of a company or organization is not all on the same page or dissatisfied as an employee, the productivity from these employees will not be as successful as it could be. Let’s go ahead and take a look at a few cases in which plans to improve internal relations were successful with Linhart Public Relations, The USDA and State Farm.

Linhart Public Relations is a PR firm that decided to take a look within themselves in order to accomplish “Creating a Great Place to Work, Thrive & Grow.” In doing so they wanted to retain talent while also building a workplace to attract new talent. The strategies used were clearly outlining employee expectations, holding meetings to make sure these expectations were being met, team building activities, counseling, paid volunteer hours, and PR training seminars. Linhart PR recognized that they needed to revamp their internal relations plan in order to stay competitive in the workforce for their current employees and future employees. Showing their employees they care about their feelings and needs through counseling, care for a team environment through team building activities, and fostering the education of their practitioners is really what made this successful. Linhart PR proved they care about their team, and not just their bottom line which is a quality in a company I know I would love to see as a future PR practioner. Similar to Linhart PR, in the sense that an internal relations revamp was needed, was State Farm Insurance. State Farm found that not only was business in the auto insurance department was down, but employee satisfaction was dwindling. By implementing centralized message management, attempting to grow employee engagement and support and hoping to achieve strong business results, State Farm was able to increase their business and employee satisfaction. State Farm embraced new online technology which helped their agents in the job performance category. The messaging seen in the media and distributed through the company was now consistent and helped employees to feel more at ease. I feel that State Farm did a great job in changing with the changing world around them and not getting stuck in the pre-tech era. This helped them increase their bottom line, which as an employee I know I would be more satisfied with myself if I was performing better at my job. Mixed messaging in a company is also unsettling so centralizing the message and information was a route State Farm needed to take in order to secure their employees.

The USDA did not attempt to re-structure internal relations in the same ways as the previous two cases, however they did need to educate their stakeholders, farmers in America as well as the general population, over the soil concerns beginning to occur. With less and less top soil available every year, the USDA needed to stop and take a moment to come up with a new way to conserve soil through new farming techniques. This prompted a carefully strategized educational campaign that needed to be distributed to the farmers in America as well as awareness of the issue to the general public. Education is a form of internal relations and the USDA was successful at bringing awareness to this soil issue as well as having 6 million acres of cropland positively affected and 9 million tons of top soil saved. Crisis situations will arise within organizations and being prepared to combat them and educate stakeholders is a must i order to survive as a successful organization today.

Internal relations can be anything from disgruntled, dissatisfied employees, or a decline in productivity to a brewing crisis facing your company or organization. Being able to take a step back and deciding which plan will work best to turn the situation around is vital to an internal relations strategy. Your company or organizations stakeholders are the biggest ambassadors for your brand and therefore need to be taken into consideration when evaluating how successful your company or organization was for the year.