By: Patty Van Zandt, Public Relations Account Executive
Many companies – large or small – often tell clients and prospects that “Our people make the difference.” If that’s the case with your company, congratulations. Organizations that know the value of their employees and can articulate it to others recognize two key steps in building effective client relationships.
Those relationships, however, must begin with your internal clients – the very employees you brag about and rely upon. Your employees can’t advocate something that isn’t communicated to them, and they may not “go that extra mile” if they don’t realize where the extra mile takes them. If you don’t have a thoughtful, inclusive, programmed internal communication effort, you may be setting yourself up for underachievement at best – and failure at worst.
Today’s business environment is one in which effective internal communication is more critical than ever. Your current clients – and many of your prospects – won’t get the majority of their information from you personally. They may not get the bulk of their information from your structured communication efforts, either. How will they learn about you? They’ll interact with your employees. If this is the way your message is being delivered, are you leaving your message to chance?
An effective, consistent, collaborate internal communication effort will pay dividends in many ways. Your employees will be more able, and more likely, to “sing off the same sheet of music” if they all get the same information. Sharing information in a regular, timely manner also alleviates any concerns and reinforces (or creates) a strong sense of inclusion within your organization, building critical “internal brand loyalty.” Finally, the ability to craft your message internally, before it goes out to the world, gives you one more opportunity to refine your information – with the help of those who are going to help you make it a reality.