Internal communication: why it's important for your PR

When we think of public relations (PR), we often focus on external communication – press releases, media attention, and maintaining relationships with journalists. But there is another, often overlooked aspect of PR that is just as important: internal communication. How well you communicate internally can have a direct impact on your external PR results.

In this blog, we discuss why internal communication is essential for a successful PR strategy and how you can optimize it within your company.

First things first: what exactly are we talking about? Internal communication concerns how information is shared within an organization between employees and teams. This can range from daily updates and newsletters to formal meetings and strategic reports.

The goal of internal communication is to ensure that everyone within the company is aware of important developments, goals, and strategies. But it also plays a crucial role in building a strong company culture and enhancing employee engagement.

One of the main reasons why internal communication is so crucial for PR is that your employees are the first ambassadors of your brand. The better they are informed about what is happening in the company, the better they are able to convey your core messages externally.

Consider, for example, a product launch. If your employees are not well-informed about the unique features and benefits of the new product, they cannot effectively communicate this to customers, partners, or the media. A well-informed team ensures that the internal message is consistent and clear, leading to better external communication.

Another important aspect of internal communication is crisis management. When a crisis occurs, it is vital that everyone within the company knows what is happening and how to respond. By informing employees promptly about the situation and providing them with clear guidelines, you prevent misunderstandings and worries.

Imagine a journalist calls with questions about an ongoing crisis and an employee is unaware of the company's official stance. This can lead to conflicting messages being sent out, worsening the crisis. Strong internal communication ensures that everyone knows how to respond and what information may or may not be shared.

For a successful PR strategy, it is important that all expressions, both internal and external, carry the same core message. When internal communication is well managed, you can ensure that employees speak the same language as the PR department. This prevents confusion and ensures that everyone in the organization tells the same story.

A practical example: imagine you are announcing a major collaboration. If the sales department does not understand this well or has different expectations than the PR department, it can lead to inconsistent communication externally. By communicating clearly within the company in advance, you create a unified message to customers and the media.

A final, but not unimportant point, is that good internal communication contributes to employee engagement and motivation. When employees feel valued and well-informed, they will be more committed to the company's goals. And engaged employees are often the best ambassadors externally. They will speak proudly about your company and help to create a positive image.

Internal communication is a powerful tool that is often overlooked in PR strategies. By ensuring that your employees are well-informed, you create a solid foundation for consistent and effective external communication. This not only contributes to strengthening your brand but can also be crucial in times of crisis. At Presscloud, we understand the importance of both internal and external communication and help companies strengthen their PR strategies from within.