Using Innovative Internal Communication to Enhance Employee Engagement

2019 ◽  
pp. 445-468 ◽  
Author(s):  
Karen Mishra ◽  
Aneil K. Mishra ◽  
Khaner Walker
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Human Resources ◽  
Employee Engagement ◽  
Mobile App ◽  
Internal Communication ◽  
Marketing Social ◽  
Communication Practices ◽  
Use Of Social Media ◽  
Internal Communications

This chapter examines the innovative internal communication practices of Lenovo, a $45 billion Fortune Global 500 technology company. In particular, this study examines how this company uses internal communication to promote collaboration and engagement across dispersed employees' teams. Internal communications (or internal marketing) is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by extending its use of digital communication. Lenovo has been a leader in the use of social media at work and is now innovating its communications to include a mobile app. This chapter describes how Lenovo has developed both its intranet and its new mobile app and how innovative internal communication can promote engagement and collaboration.

Using Social Media in the Workplace

2014 ◽  
pp. 146-161 ◽  
Author(s):  
Karen Mishra ◽  
Khaner Walker ◽  
Aneil Mishra
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Human Resources ◽  
Employee Engagement ◽  
Internal Communication ◽  
Marketing Social ◽  
Communication Practices ◽  
Internal Communications ◽  
Relations Marketing

This chapter examines the internal communication practices of Lenovo, a $34 billion Fortune Global 500 technology company, and the world's second-largest PC vendor. In particular, this study examines how this company uses social media as a method of internal communications in fostering employee engagement. Internal communications is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate company information on a timely basis. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision.

Leadership Communication, Internal Marketing, and Employee Engagement

2016 ◽  
pp. 311-329
Author(s):  
Karen E. Mishra ◽  
Aneil K. Mishra ◽  
Khaner Walker
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Employee Engagement ◽  
Internal Marketing ◽  
Internal Communication ◽  
Leadership Communication ◽  
Marketing Social ◽  
Communication Practices ◽  
Brand Ambassadors ◽  
Internal Communications

This chapter examines the internal communication practices of Lenovo, a $39 billion Fortune Global 500 technology company, and the world's largest PC vendor. In particular, this study examines how this company uses social media as a form of internal marketing to foster employee engagement. Internal communications (or internal marketing) is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate leadership communication and company information on a timely basis to develop trust with employees and encourage them to act as brand ambassadors. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision.

Summaries

2018 ◽  
Vol 46 (3) ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Human Resources ◽  
Current Approach ◽  
Internal Communication ◽  
The Past ◽  
Excellence Theory ◽  
Use Of Social Media ◽  
The Impact ◽  
Depth Interviews

Mark Verheyden Internal communication and the unrealized dialogic potential of social media According to the excellence theory, which is still a dominant normative framework in public relations today, communication professionals should strive for two-way symmetrical interactions with their interlocutors. In the past, such interactions were severely complicated by the lack of suitable tools. Social media, known to afford interactivity, appear to offer the solution to this problem. However, research has shown that social media are predominantly used to push content. In order to understand why this is the case, we decided to study the perceptions of ‘knowledgeable outsiders’. More specifically, we organized a series of in-depth interviews with human resources executives in which we asked them about the impact of social media on internal communication, a sub-discipline within public relations. While these executives welcomed the interactive potential of social media, this interactive potential was not seen as the sole prerogative of professional communicators. Furthermore, they believed that the current approach of internal communicators towards social media, which is still very much focused on the use of social media as extra channels through which to ‘push’ content, is partially the reason why the dialogic potential of the latter is still largely unrealized. Keywords: excellence theory, public relations, social media, human resources executives, in-depth interviews

A STUDY OF PR PRACTITIONERS' USE OF SOCIAL MEDIA TOOLS IN CYPRUS

2014 ◽  
Vol 19 (02) ◽  
pp. 1450011 ◽  
Author(s):  
MARCOS KOMODROMOS
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Networking ◽  
Customer Service ◽  
Positive Impact ◽  
Mixed Methodology ◽  
Customer Data ◽  
Social Media Tools ◽  
Use Of Social Media ◽  
Internal Communications

This study is aimed at both researchers and public relations (PR) practitioners. The use of social media tools and technologies — such as blogs, social networking, microblogging, podcasts, etc. — is a very important factor for PR practitioners, helping them to improve important organizational processes. The research employs a mixed methodology, with data being analyzed both quantitatively and qualitatively. A sample of 25 senior PR practitioners was purposively selected from different sectors in Cyprus using a mixed methodology approach. Understanding how PR practitioners use social media tools in organizations in Cyprus can have a positive impact in terms of more effective branding, stronger brand loyalty and improved marketing, including stronger customer dialogue, reduced internal communications costs, ability to mine and analyze customer data more effectively, improved customer service and support, increased customer satisfaction, and better product development (such as social networking). Previous studies describe the implementation of social media in terms of yes/no. This paper is original and innovative in that it explores how PR practitioners use social media in Cyprus (and to what extent), and how this can benefit their organization as a whole.

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kathy R. Fitzpatrick ◽  
Paula L. Weissman
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Analytics ◽  
Content Type ◽  
The Public ◽  
Management Function ◽  
Use Of Social Media ◽  
The Impact ◽  
Corporate Brands ◽  
Depth Interviews

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

scholarly journals The Use of Social Media in Public Relations at Non-Governmental Organisations in South Africa

2018 ◽  
Vol 10 (6(J)) ◽  
pp. 150-161
Author(s):  
G. Nchabeleng ◽  
CJ. Botha ◽  
CA Bisschoff
Keyword(s):  
South Africa ◽  
Social Media ◽  
Public Relations ◽  
Social Networking ◽  
Social Networking Sites ◽  
Instant Messaging ◽  
Public Relations Practitioners ◽  
Social Media Platforms ◽  
Use Of Social Media ◽  
The Way

Social media can be a useful tool in public relations in non-governmental organisations (NGOs), but do NGOs make use of social media in their quest for service delivery in South Africa? Social networking sites, blogging, email, instant messaging, and online journals are some of the technological changes that changed the way interaction between people and how they gather information. Although social media is mainly used for interactive dialogue and social interaction, the private sector soon realised that the web-based technologies (especially Facebook and Twitter) could also be a competitive business tool. Non-governmental organisations (NGOs) soon followed suit however at a slower pace than the general communication growth rate of social media in South Africa. This article examines if social networking sites have any impact on public relations practices of NGOs in South Africa – an environment where both customers and employees still struggle to take full advantage of social media. The critical literature findings increase the understanding of the current and future challenges of social media use in public relations at NGOs in South Africa. The study explores the main differences between traditional and social media, how social media is redefining public relations role, and shed some light on defining public relations practices, identify the uses, limitations and benefits of social media by public relations practitioners in NGOs. Recommendations for future communication research are given. Based on the literature, a qualitative research design collected data using semi-structured, individual interviews. The results revealed that social media platforms such as Facebook do have an effect, and even changed the way in which NGOs communicate. The study also revealed that social media certainly has an impact on public relations relationships. This means that it has become crucial that public relations practitioners at NOGs embrace and take advantage of social media, and that they should also invest in proper electronic platforms to reap the benefits of improved communication internally and externally.

Project Management 2.0

2016 ◽  
pp. 1-15 ◽  
Author(s):  
Hamid Nach
Keyword(s):  
Social Media ◽  
Organizational Change ◽  
Project Management ◽  
Human Resources ◽  
Web 2.0 ◽  
Management Practice ◽  
Management Framework ◽  
Business Functions ◽  
Use Of Social Media ◽  
And Control

With growing maturity of social media over the last few years, many companies started using these tools to interact with customers and employees. Business functions such as Sales, Marketing and Human Resources have innovatively embedded these technologies to support their processes and became, as such, an instrument for renewal. The use of social media in Project Management, however, seems to be very limited. The profession lags behind having difficulty keeping pace with the rapidly evolving web 2.0 driven technological innovations which are delivering on their promise to foster collaboration. The paper discusses the potential of social media in the project management practice. As the move towards harnessing the power of social media within the Project Management framework requires adequate organizational change, the study also addresses the implications of such an initiative on structure, culture, and control.

From Internal Branding to Cultural Transformation

2017 ◽  
pp. 1664-1684
Author(s):  
Maria Matiatou
Keyword(s):  
Corporate Identity ◽  
Cultural Transformation ◽  
Primary Objective ◽  
Internal Communication ◽  
Internal Branding ◽  
Values And Beliefs ◽  
Communication Practices ◽  
Evaluating Methods ◽  
Brand Ambassadors ◽  
Internal Communications

The primary objective of this paper is to explore internal branding as a corporate philosophy: assess the relevance of its values, evaluate the tactics implemented, the nature of the internal communications involved, the outcomes thereof and its role as critical bridge over vision, culture and image gaps. It also aims at bringing awareness on failure possibilities and risks involved when internal constituencies do not fulfill their role as brand ambassadors. Following an overview of the internal branding methodology and literature, perceptions of employees on internal brand communication practices are captured and matched to aspirations, missions and values in different companies. Internal communication and branding outcomes are organically attached to the nexus of corporate identity; alignment of values and beliefs promotes brand identification, integrates practices, boosts loyalty and helps the organization speak in one voice. While some companies have managed to exemplify this strategy through honest and consistent efforts, it is unsafe to generalize the assumption across different industries that normally fail to undertake effective internal branding initiatives through their corporate communication department to strengthen their brands. It is therefore worth evaluating methods that can align theory, intentions and practice.

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