Internal PR work is an essential foundation for outside effectiveness

Firms invest much time and money to position the corporate brand among external target groups, through advertising campaigns, famous testimonials and charitable contributions. Such efforts are in vain, however, if employees are not made part of the brand communication process, for they bear strong joint responsibility for the perception of the company and must therefore know what it stands for and what values it represents. Brand behaviour will be possible only if employees are enthused about the company’s brand and have an emotional attachment to it. To this end, a coordinated internal branding process is demanded of executives, PR leaders and HR managers alike. This will let the brand radiate with success from the inside to the outside!