Post Office uses the media to keep its staff informed

CONFERENCE REPORT: The Post Office uses the external broadcast media to keep its staff informed of key events such as privatisation, according to Susan Burgin, its head of communications policy.

CONFERENCE REPORT: The Post Office uses the external broadcast

media to keep its staff informed of key events such as privatisation,

according to Susan Burgin, its head of communications policy.



Speaking at PR Week’s Communicating Business Strategy conference last

week, Burgin said that the Post Office found that feeding stories to the

media proved a more effective way of reaching staff than many of its

established internal communications systems.



With nearly 200,000 staff across the UK, The Post Office has an almost

impossible task in keeping them abreast of news. ’Much information will

be gleaned from external sources, and this needs to be taken into

account,’ she said.



Burgin said that articles such as a Sun story in December saying staff

would be entitled to shares if the Post Office were privatised were

helpful.



In an effort to keep staff better informed, the Post Office has

overhauled its internal media. Staff paper the Courier has been

relaunched after research showed staff viewed it as management

propaganda. It now has an honest style, running stories on the direction

the business is taking.



According to Burgin, a 1997 report by the Post Office revealed that the

organisation was ’losing the commitment of some of the very people on

whom it will rely for the delivery of its future.’



To rebuild trust, a new annual report has been developed specially for

Post Office staff.



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