Издательство Kogan Page, 2008, -289 pp.
Серия PR in Practice
According to John Smythe (2007), inteal communications is now one of the main conces of CEO’s. Why is that? Because business objectives are delivered by people. By having a collaborative, co-operative and energized work force willing to give their best to the organization, it is much more likely to be successful. However, along with this dream comes another side to the bargain. It is the job of the CEO, indeed of all good managers to provide an environment where people feel listened to, valued and respected. Where they feel their investment of time, personal commitment, good will and intellectual and physical capital is recognized and rewarded. The moral contract on both sides is as powerful, if not more powerful than the written one.
In this practical book on inteal communications, Lyn Smith outlines the contribution that a professional public relations practitioner can make. First of all she briefly describes the history and current status of inteal communication and where it sits within the organization. Then she helpfully goes through what it takes to work in inteal communications and the range of publics within a typical organization. No, ‘employee’ is just not good enough. It does not remotely capture the range and diversity of audiences within a typical organization, or the complexity of the various managerial and other roles.
A helpful section on theory leads on to a valuable discussion on why and how inteal communications should be managed and structured: including a useful exploration of out-sourcing and legal imperatives. The various channels of communication, the appropriateness of specific media and looking at the end-user perspective prefaces Part 2 of the book, which goes into great detail on the implementation of inteal communication programmes. This part of the book comprehensively covers not only all the basics such as writing, design, publishing and using online media, but also looks at key themes such as change management, measuring success and inteal communication into the future.
Designed to be used either as a comprehensive introduction to inteal communications, or as a ‘pick and mix’ handbook, Lyn Smith has produced a ‘must have’ guide to inteal communications for those new to the area, or those with some experience. It is an essential part of the PR in Practice
series.
Part 1 Setting the Scene
What is inteal communication?
What does it take to be an inteal communicator?
Your audience – who are they?
Theories into practice
Managing inteal communication in-house
Outsourcing the inteal communications function
How the legal framework fits in
The channels, vehicles and activities
Who uses which media for what
The receiving end
Communicating with special groups
The globally dispersed workforce
Part 2 Getting it Right – Practical Application
How to do it – setting about communication
We can all talk can’t we? Face to face
Leading from the middle
The creative aspects – writing, editing and designing it yourself
Publishing the printed word – the logistical aspects
Broadcast – do it yourself or call in the experts?
Managing change
Communicating in a crisis
Signposting the ether
They go it alone – online
How to measure success
How to make it happen – gone shopping!
Inteal communications – the future
Серия PR in Practice
According to John Smythe (2007), inteal communications is now one of the main conces of CEO’s. Why is that? Because business objectives are delivered by people. By having a collaborative, co-operative and energized work force willing to give their best to the organization, it is much more likely to be successful. However, along with this dream comes another side to the bargain. It is the job of the CEO, indeed of all good managers to provide an environment where people feel listened to, valued and respected. Where they feel their investment of time, personal commitment, good will and intellectual and physical capital is recognized and rewarded. The moral contract on both sides is as powerful, if not more powerful than the written one.
In this practical book on inteal communications, Lyn Smith outlines the contribution that a professional public relations practitioner can make. First of all she briefly describes the history and current status of inteal communication and where it sits within the organization. Then she helpfully goes through what it takes to work in inteal communications and the range of publics within a typical organization. No, ‘employee’ is just not good enough. It does not remotely capture the range and diversity of audiences within a typical organization, or the complexity of the various managerial and other roles.
A helpful section on theory leads on to a valuable discussion on why and how inteal communications should be managed and structured: including a useful exploration of out-sourcing and legal imperatives. The various channels of communication, the appropriateness of specific media and looking at the end-user perspective prefaces Part 2 of the book, which goes into great detail on the implementation of inteal communication programmes. This part of the book comprehensively covers not only all the basics such as writing, design, publishing and using online media, but also looks at key themes such as change management, measuring success and inteal communication into the future.
Designed to be used either as a comprehensive introduction to inteal communications, or as a ‘pick and mix’ handbook, Lyn Smith has produced a ‘must have’ guide to inteal communications for those new to the area, or those with some experience. It is an essential part of the PR in Practice
series.
Part 1 Setting the Scene
What is inteal communication?
What does it take to be an inteal communicator?
Your audience – who are they?
Theories into practice
Managing inteal communication in-house
Outsourcing the inteal communications function
How the legal framework fits in
The channels, vehicles and activities
Who uses which media for what
The receiving end
Communicating with special groups
The globally dispersed workforce
Part 2 Getting it Right – Practical Application
How to do it – setting about communication
We can all talk can’t we? Face to face
Leading from the middle
The creative aspects – writing, editing and designing it yourself
Publishing the printed word – the logistical aspects
Broadcast – do it yourself or call in the experts?
Managing change
Communicating in a crisis
Signposting the ether
They go it alone – online
How to measure success
How to make it happen – gone shopping!
Inteal communications – the future