Internal communications

Abstract

Internal communications, as we have already seen, is of growing importance in the Public Relations (PR) field. What exactly is the role of the PR practitioner? Well, all organizations have their own forms of communication — between staff and management (vertical) and between colleagues (horizontal) — and internal communications does not supplant these. Instead the term refers to planned and deliberate communication within the organization, undertaken by specialist staff who are not part of the normal vertical or horizontal information flows. As we have seen this role is increasingly undertaken by PR people.

A Customer Satisfaction study by the World of Titan retail chain in India revealed that one of the most important things when it comes to customer loyalty is frontline sales people. The message seems to be if you want happy customers you need well-trained and motivated staff.

Sandeep Kulhalli, business head of the retailing services group at Titan Industries said: “In a controlled environment we have seen the great impact trained frontline staff versus below average untrained staff make on the business ROI (return on investment).”

Source: The Financial Express