Our Bojana Stankovic and Dragana Marinkovic Dimitrijevic will share their experience in the field of internal communications with participants of the workshop Employees = Brand Ambassadors which will be held within the upcoming forum Izazov 2016. On this occasion, they spoke for the Marketing Network portal. Below we bring you some part of their observations and advices.
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Internal communication is certainly not the first thing that came to mind when referring to the term public relations. However, it is extremely important area for sending messages about a company in a communication environment. Employees are the public – extremely important public that influences the creation of a brand image – both positive and negative.
The ambassadorial role of employees is indisputable, but how to influence on what will they say about the company and brand in their microenvironment? What significantly affects an employee’s attitude toward the company is the sense of belonging that can be influenced through COMMUNICATION. With internal users, employees individually, organizational units, employee organizations company communicates through internal or corporate PR, and their relationship to their own organization, (non)identification with its goals, as well as public, individual or group actions can directly influence the degree and the type of publicity of the organization or product.
In order to create a good image within the company, the management or the PR department should pay particular attention to successful internal communication, which involves transmitting information about the company, products and activities and which will contribute to building a successful image of the company. The company conveys its mission and goals to the employees and contributes to keeping the interests of employees in line with the interests of the company. In essence, the primary role of internal communication is to keep employees focused primarily on achieving common goals, to feel sense of belonging to the brand and therefore the result of their external communication will be positive.
