I've dedicated years to assisting businesses in creating dynamic, attention-grabbing public relations strategies. However, I've also discovered something far more significant: You must first gain the support of your own team, and then capturetheirconfidence, or otherwise none of the other business results are truly significant.
Many executives at client-focused companies invest the majority of their time in external elements such as online advertising, brand development, media exposure, and collaborations with influencers. By focusing so much on the outside, they frequently overlook the importance of investing in the individuals within their organization. Your employees are not just your staff; they are your initial audience. If they aren't enthusiastic and fully committed to your vision and actions, why would anyone else be?
Your staff can serve as your strongest assetPR channel. Don't allow that power to be squandered.
Why "internal PR" goes beyond just "HR"
I used to believe that internal relationships and communication were somewhat... well, soft. Extra. Unimportant "positive" elements that didn't have a direct connection tomy firm'sCustomer support. Of course, distribute quarterly motivational letters to encourage your team, gather in the break room for birthday cakes, and send a gift for a new addition to the family. But that's pretty much what I thought "internal PR" involved.
The reality is, your peopleareYour brand. And this has significant implications. These are the individuals engaging with clients, appearing on social media, attending conferences, and discussing their roles with friends over dinner. Whether you approve or not, they are already sharing your company's narrative.Internal PRis focused not just on providing them with the correct narrative to share, but also on motivating them towant to tell it.
A valuable lesson: secure employee support from the beginning
If you have read my published works, you'll understand that essentially all of what I've learned as a Healthy Survivorhas been learned the hard way. Recognizing my team as my most important PR resource is no different.
A few years back, we initiated a significant media campaign for a client, believing that the resulting coverage would ensure the campaign's success. However, the campaign failed internally among my team. The reason? My employees weren't involved in understanding the "why" behind the campaign from the beginning. They weren't engaged or enthusiastic. As a result, no one was promoting the press attention to a broader audience, and none of my team members seemed proud of our work.
This powerful realization acted as a wake-up call for me. From that point on, I began considering internal PR as the initial step in every campaign. This means that now, before any campaign details are finalized and before anything is made public, I conduct akickoff meetingCollaborate with the project team to review the project objectives, the key messages, and, above all, each person's part in the overall vision — emphasizing how every individual's work is essential to our common goal.
The outcomes have been outstanding. Regardless of the type of business you run, your company's efforts will significantly improve when your team is in sync with the overall goal. They will begin posting about the company on LinkedIn and other social media without being asked. You'll hear them talking up the company's successes to other clients. You'll even discover them suggesting their own innovative ideas during meetings, further enhancing your initiatives.
Related: The Ways Employee Advocacy Supports Brands
Actionable steps to transform your team into your greatest asset
What steps can you take immediately to access this powerful PR opportunity for your brand?
- Start early and communicate frequently.Instead of updating your employees about company events after they occur, provide them with early access to major news before it is made public. They should perceive themselves as valued partners in your initiatives, not merely as workers driving your business forward. When they are aware of thrilling progress, they are more inclined to share the information widely.
- Highlight your employees.Utilize your company's platforms — social media, newsletters, email campaigns, and group events — to showcase the achievements of your employees, not only those of the company itself. Share news about team successes, promotions, the collaborative efforts behind the scenes, and even the personal projects that employees are passionate about outside of work.Sharing personal storiesmakes your brand feel more individualized, authentic, and demonstrates to your staff that they are truly valued.
- Supply your team with resources.You can't assign a task without providing the necessary tools, so equip your team with resources that help your brand stand out: ready-made social media content, branded images, and key talking points they can use during client interactions or at events. The simpler you make it for them to act as your representatives, the more likely they'll be to enthusiastically and confidently promote your brand.
- Keep things fun.Individuals enjoy games, incentives, and light-hearted competitions. They should not need to be away from work to experience joy and laughter. An option could be playing "PR Bingo," where employees complete a card indicating when they present a successful story idea, post a media feature online, participate in a networking event, or establish a new company connection. As they progress, they accumulate points that can lead to a reward.
Related: 5 Methods to Truly Link Your Employees with the Brand
Ride the ripple effect
When your community is truly excited about your brand, those around them can sense it. Customers can recognize when your staff is proud to be part of your company andfeel valued by youInvestors, reporters, and other interested parties notice this enthusiasm and wish to participate.
Always keep in mind that public relations begins within your own office, with your own team. They are the most important members of your audience, your strongest supporters, and your most vocal advocates. Your achievements contribute to their success, and their success contributes to yours. Having their confidence in you visible for everyone to see is far more impactful than any official statement could ever be.