Employee Communications Guidebook, Vol. 6



In this sixth volume of PR News’ Book of Employee Communications Strategies & Tactics, our authors, drawing on diverse backgrounds in brand, agency, nonprofit and academic PR practice, bring you practical advice for setting internal social media guidelines, structuring your team within the larger organization, nurturing talent and much more.


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Our 40+ contributing authors like Bradford Walton, director of communication at The Home Depot, points out, “True associate engagement is a journey, it doesn’t happen overnight.” You’ll find tips on how to roll out corporate engagement programs; keep your best and brightest employees motivated in a difficult economic climate; use crowdsourcing techniques to tie employees’ activities more closely to the bottom line and recognize achievements; build morale through community involvement; engage with your internal team during a period of transition; encourage employees to become thought leaders; train frontline staffers to think like PR pros; and set policies for using social media networks.
Chapters Include:
  • PR’s Role in Employee Communications
  • Motivation and Morale
  • Internal Social Media Guidelines and Recommendations
  • Leading and Nurturing Your PR Team
  • Communicating With Employees in CrisisC
  • Communicating With Different Generations of Employees
  • HR’s Collaboration With PR
  • Your Brand Evangelist Plan
  • Recommendations for Organizational Structure
  • Review Full T.O.C.

Every aspect of public relations has had to evolve to keep up with a changing world, and employee communications is no exception. The way employees use social media affects brand reputation; the speed of information dissemination makes it more important than ever to communicate quickly to stem the tide of rumor; a new generation entering the workforce has values and motivations different from the generations preceding it. As organizations look to serve some of their most important stakeholders—those inside the organization—they must continually seek to emulate the example of PR experts who keep their practices up to date.


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