Corporate policy. (Inner PR)

1. Human factor in PR

Staff of a company is a very important target group for PR department; PR executive must work not only with customers outside but develop inner policy. Objectively, it is also responsibility of a company’s head: effective corporate policy may increase labor productivity and improve environment. Personnel who respect their managers and are proud of their production and job create corporate success.

Human factor is very important in corporate policy, company’s inner policy should be responsible, fair, taking into consideration wishes and psychology of personnel.

Tension in the administration-staff relationships may have dangerous consequences for business or institution.

*What are the reasons of these tension relationships?

Survey of Industry Week and Wyatt Company showed:

Top managers of a company	Other managers of a company
69% of top managers considered that their management style stimulated relationships of respect between top administration and staff	24% believed that it was true
64 % of top managers considered that there was freedom of opinions	29 % agreed

These conclusions were used by PR departments in these firms as they were responsible for communication between managers and staff.

2. PR action in inner PR

A. Research of a target group (staff). Methods- questioning, interview of personnel with the aims:

· to study group’s positions in their relationships with the administration; to reveal its needs and demands

· to determine the channels of information receiving, to restrict false information.

B. Development of corporate rules of subordination and discipline aiming to form favourable labor and moral climate.

Example- Corporate code of Matsushita concern in Japan:

1. to serve to the nation in the sphere of industry

2. to be honest in business

3. to work in harmony and collaboration

4. to improve quality

5. to be polite

Corporate culture of this firm makes a person identify itself with the firm.

3. Strategy and tactics

It is very important to observe the directions of information. The main directions:

1) from above from administration to staff: orders, instructions, information at meetings;

The more is the distance the more are losses of information.

2) rising flow – speeches of staff, newspaper articles, mailboxes;

3) horizontal (one-level) when people are working at team (project)

4) inside group

5) between groups

6) informal communication- directions are impossible to determine

Inner publications- news, bulletin (bulletin is a non- formal, regular information issue for a target auditorium). Bulletin informs personnel on a company’s activities, actions, changes, management, its objective is to make staff sure that they are well informed.

Announcements on a special board is also an effective, fast and cheap method of information spread.

Corporate magazines.

Regular meetings of administration with personnel- for news and exchange of opinions.

Video-and Internet presentations- may be used to attract new staff members and new production information.

Parties- may be used to express gratitude to the staff.

Gender policy- women should feel safety.

Example- DuPond company:

special seminars for women on security;

practical lessons for women how to prevent violence;

practical seminar for managers how to help women;

lawyer support.

Rumors (improvised news) can destabilize situation in a company. Rumor emerge when information is absent. PR executive must react immediately and act together with the administration: to be honest and to tell all truth, not only the half of it; to be quick and to give real facts, not to repeat rumors; to train the staff how to react on rumors.

Glossary

Corporate- корпоративный, общий

Rumor- слух

Personnel, staff- персонал, сотрудники

Tension- напряженность

Task for office hours- Example of inner PR

Task for IWS- PR tactics in the case of rumors

References

Mandatory

Латынов В.В. Слухи: социальные функции и условия появления// Социс № 1. 2005

Recommended

Андриянов В.И., Левашов В.К., Хлопьев А.Т. Слухи как социальный феномен// Социс №1 2003

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