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How to select a public relations agency – part 5

The public relations agency to help you do internal communication
should be selected even more carefully than the one you have for external
communication. Make sure, too, they are interested in your company as a
whole.

The agency has to grasp the way your company operates, know the values you
respect and take them into consideration under all circumstances. Naturally, the
same holds true for the external communication too, however, the internal
communication takes place in a completely different environment – a
closely-knit, isolated community (yet one being influenced from the outside,
too). No external agency can ever get fully oriented here; they are not present
every day, and when they are present, they are necessarilly bound to be
perceived as alien. For this reason, it is desirable that the agency or its
workers have already had experience with the internal communication. They should
be aware of its regularities, knowing not just the tools they can utilize and
being able to combine those tools as well, but they should also try to penetrate
and understand the company�s corporate culture.

Last time we advised you not to hire an agency that would ask no questions
while promising outright what they were going to deliver. This piece of advice
holds true even more here, only the questions asked should be directed towards
the company�s internal climate and atmosphere. The agency should not enquire
just of the company�s management, but also of its employees. The company is
facing problems just because the top management do not know what is going on in
the company, what the people who work there think. Or they do know it, yet they
do not care.

Our today�s advice, then, goes like this: WHEN HIRING AN AGENCY FOR
INTERNAL COMMUNICATION, MAKE SURE YOU BOTH SPEAK THE SAME LANGUAGE AND THEY ARE
READY TO COMMUNICATE NOT ONLY WITH THE MANAGEMENT, BUT ALSO WITH THE EMPLOYEES,
UNLESS SUCH ACTIVITY IS TAKEN CARE OF BY YOUR INTERNAL DEPARTMENT.

The series of How to select a public relations agency was prepared for you by
specialists and consultants from „PR1“ agency:http://ownway.eu/pr1/

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ACADEMY

The need of being in tune with your company

HOW TO SELECT A PUBLIC RELATIONS AGENCY – PART 5

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How
to select a public relations agency – part 1.
How
to select a public relations agency – part 2. – Nine good pieces
of advice how to choose your PR agency first time right
How
to select a public relations agency – part 3. – Should you or
should you not cooperate with a PR agency at the time of crisis?
How
to select a public relations agency – part 4. – Looking for your
own way? Look for an individual approach.

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How to select a public relations agency – part 5 – Public Relations (PR) – Academy – www.ownway.eu