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
’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.