The PR Agency Handbook by Regina M. Luttrell & Luke W. Capizzo

Author:Regina M. Luttrell & Luke W. Capizzo
Language: eng
Format: epub
Published: 2018-04-11T07:15:46.807304+00:00

2 Whitworth, B. (2006). Internal communication. In T. L. Gilles (Ed.) The IABC handbook of organizational communication: A guide to internal communication, public relations, marketing, and leadership. San Francisco, CA: Jossey-Bass, pp. 205–214.

What Can Agencies Add to Internal Communication?

FitzPatrick and Valskov’s Internal Communications: A Manual for Practitioners outlines four benefits of building or strengthening internal communication. Such programs help organizations to “(1) retain good people, (2) help people work harder and better, (3) help people say the right things about you, and (4) support major change.”3 Many of these goals are strengthened by an outside perspective and specific communication expertise. Employee retention—a significant challenge for a variety of organizations—encompasses many facets: Are employees compensated well? Do they enjoy their job duties? Do they have functional, productive relationships with their managers and coworkers? Effective two-way communication between leadership and other levels of the organization can identify and assist in solving such challenges. Improving the flow of information shared with employees does not necessarily mean providing more information; it should be driven by selecting the right information in the best possible format for employees to receive it appropriately. It also means that one size does not fit all: The same message should be shared with distinct employee groups using different channels. Agency practitioners often are in a unique position to provide unbiased perspective and expert guidance on many delicate decisions.

3 FitzPatrick, L., & Valskov, K. (2014). Internal communications: A manual for practitioners. London, UK: Kogan Page, p. 11.

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