HARD COMMERCIAL EDGE OF PR 1997: Employees are losing track of company strategy

The public relations industry must stop regarding internal communications as a branch of welfare and focus on ensuring that employees are not misinterpreting the corporate brand, Bill Quirke managing director of internal communications specialist Synopsis told conference delegates last week.

The public relations industry must stop regarding internal

communications as a branch of welfare and focus on ensuring that

employees are not misinterpreting the corporate brand, Bill Quirke

managing director of internal communications specialist Synopsis told

conference delegates last week.



According to Synopsis’s research, 50 per cent of staff say they are not

clear about what their company strategy is. However almost all employees

will guess at what the corporate strategy should be and behave

accordingly.



’People follow the strategy they believe to be right, whether it is or

not,’ said Quirke.



Quirke added that, having grown up during 18 years of Tory rule,

internal communications specialists are not adequately prepared to deal

with the increasing level of current trade union activity.



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