Published in PRWeek's March 9, 2009 edition
By Beth Krietsch
“Educated employees will promote key messages, actively monitor for media/partnership opportunities, and generally deliver on the brand promise,” says Christine Barney, CEO of rbb Public Relations.
PR-savvy employees are critical in today's new media landscape, where anyone with a recording device can create a permanent record of employee statements or actions and post it for all to find.
Just as external efforts put brands in the hands of consumers through two-way communication tools, so too should internal programs. A best practices approach to internal communication means talking with employees, rather than at employees, she emphasizes.
“If you keep employees actively engaged, they'll become effective brand ambassadors,” Barney says.
