Businesses are facing problems they have never had to deal with before because of global instability, trade wars, and rapid changes in technology like AI. When these outside pressures become too much, companies often take extreme steps, like mass layoffs, which can hurt employee morale.
Public relations (PR) and other forms of external communication are crucial for a brand’s reputation with the outside world. But a company’s ability to get through tough times and do well depends just as much on its internal communication. Employees who feel aligned, valued, and empowered are the best brand ambassadors, making sure that a business can survive and get stronger.
How internal and external communications work together
For many years, many companies thought of public relations and communications as part of the marketing department. This way of thinking is now outdated. The main job of marketing is to generate leads and make sales, which is very different from PR’s job of protecting a company’s reputation and brand. If there is a crisis, like a financial scandal, a cybersecurity breach, or a pandemic, waiting too long to resolve problems can make people angry and hurt the brand even more. This is why the communications department, including internal communications, needs to be involved at the C-suite level and report directly to the CEO or president. This way, any problems can be dealt with quickly and in a coordinated manner.
If a company’s internal culture is broken, it cannot show the public that it is strong and trustworthy. With social media, employees and the public today have more power and are more vocal than ever. They can quickly express their thoughts and emotions. So, employers and employees need to talk to each other in a way that is friendly, helpful, and good for both sides. For example, a company that does not handle layoffs well could hurt its “employer brand,” which could make it harder to attract new employees and hurt its public image and potentially even hurt it financially.
The Four Keys to Good Internal Communication
For internal communication to work, it needs to have four important parts:
Alignment
Internal communications must support a business’s main goals, which are to make money and stay in business for the long term. This means following the law and treating all stakeholders, both inside and outside the company, with respect. When workers know and believe in the company’s mission, they are more focused and able to handle stress.
Authenticity
Truth and authenticity are the keys to successful communication. This is especially important when things are tough, like when people lose their jobs. Businesses need to be honest and open, not “lies and more lies” to hide the truth. Honesty and bravery foster an indelible sense of trust and loyalty.
Appreciation
Acknowledging and thanking employees who do a good job is a great way to motivate them. It’s important to praise successes and recognize brave efforts, even if they do not work out, in today’s world where employees can easily share their experiences on social media.
Altruism
A business’s main goal is profit, but it must also earn the trust of its workers and the community. Companies that regularly do good things for the community can build a strong brand, which will help them attract and keep good employees.
These principles directly aid efforts to communicate with people outside the organization. When an organization is real and ready on the inside, it can talk to the outside world with confidence and authority, especially in a crisis.
Retained expertise on deck every day
In this constantly changing and sometimes chaotic world, it is important to work with a communications partner who has a lot of experience. With more than 30 years of professional experience in the field, McGallen & Bolden is ready to be your long-term communications partner. The company’s philosophy stresses a strategic, all-encompassing approach that brings together both internal and external communication efforts.
McGallen & Bolden acts as a “red team” for all outside messaging and communication, so your team doesn’t get stuck in an internal “echo chamber.” The firm has proven expertise and experience at preparing for and communicating during crises, which helps businesses create and run sustainable programs that make sure everyone, from the CEO to front-line workers, knows what to do when a crisis happens. This proactive way of handling crises makes sure that your business is ready for a wide range of threats, from cyberattacks to industrial accidents.
As a retained partner, McGallen & Bolden also helps clients build a brand and reputation over time, rather than through short-term, project-based campaigns that do not always work. The company can help you deal with cultural differences and build strong relationships with all stakeholders, including the media, customers, and government bodies, because they know a lot about different markets, especially Asia Pacific. The agency also helps you build a strong “owned media” presence, so you do not have to rely on social media sites that you do not own and can change their rules any time.
Trust is expensive to build and takes seconds to destroy
McGallen & Bolden helps businesses use communication to not only stay alive but also to grow for the long haul. The goal is to create a brand and reputation that people trust, want to work for, and buy from. A long-term partnership that focuses on honesty, empathy, and a whole-business strategy that includes every part of your organization is how such work is done.
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Dr Seamus Phan – Global C-suite Publicist & Strategist (Biochemist, Cybersecurity & Webdev pioneer, Author, Journalist) with 37 years of professional field experience.
