The Byline: PR and Marketing Insights from Eiler Communications

I’ve had the pleasure to work with a diverse group of companies to help them become better known in their respective industries. In doing so, our firm has employed every conceivable traditional public relations tactic and some non-traditional ones.

While we’re calling and emailing media, securing speaking engagements, writing byline articles, conducting blogger relations and managing crises for our clients, it’s easy to forget about internal communications. If a company is introducing a new product, hiring a new CEO or going after a new type of customer, we advocate that public relations strategies be integrated with focused, internal communications strategies in order to maximize overall business results.

The disciplines of external vs. internal communications have been so specialized that owners of the functions all too often operate independently. Smart companies integrate the functions. They might not reside in the same department or under the same leader, but they work together to achieve exponentially larger results than either could achieve alone.

Southwest airlines’ Nuts About Southwest blog is a great example of an integrated tactic as it achieves greater online visibility while providing a forum for employees. Greater visibility and presence in cyberspace is certainly a public relations goal, and greater employee engagement is certainly an internal communications goal. Together, they help Southwest achieve the ultimate business goal of growing profits.

Posted by Linda

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