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The Institute for Public Relations' Commission on Organizational Communication is pursuing a research program that will include qualitative and quantitative study to explore best practices in global employee communication.
The first element of the program, a document entitled "Best-In-Class Practices: Through the Lens of 10 Global Leaders" is now available for free on the IPR website. Focusing on in-depth interviews conducted by KRC Research, it will provide a platform for quantitative research in the form of a survey to test the findings on a broader scale.
Represented in the interviews are companies such as Cargill, Chevron, FedEx, GE, IBM, Johnson & Johnson, McDonald's, Navistar, Petrobras and Toyota. A few recurring concepts reflected include:
- Taking a strategic role with the corporate leadership, influencing overall business practices and reinforcing corporate culture through employee communications.
- Utilizing the power of direct supervisors as communicators.
- Using measurement and key metrics to prove that employee communications programs are helping the workforce achieve keyobjectives.
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I've been following various debates on blogs and PR Week (May 17) about the reputation of PR. Much of the discussion has been about the virtues of PR and how these can be expressed, rather than showing understanding of "reputation." There's a lot of research on this topic, much of it from outside PR. A 2007 Harvard Business Review article argued one person in each organization should be in charge of reputation and it shouldn't be "people holding top 'spin' jobs such as heads of marketing and corporate communications" because of potential conflicts of interest.
US management academic Paul Argenti and Bob Druckenmiller (of Porter Novelli)'s definition of reputation make the case that it is given by stakeholders to an organization or profession because of its behavior over time. It's not created by "a traditional PR campaign" or "doing better PR for PR", as proposed in PR Week commentaries. Join the discussion and offer your views on the situation in North America. |
