Internal Tools of Public Relations

Internal tools

Internal tools are used for communication within the organisation. It usually comprises of printed materials and meetings conducted to collect the opinion of the employees, on the working conditions and other facilities provided by the organisation.

1.       House Journal

House journals are magazines produced by the organisation to inform its employees and shareholders, about the company and its new policies or innovations. It is a link between the organisation management and employees. It creates a communication platform for the organisation, its employees and shareholders to share thoughts and opinions on various issues concerning the organisation. House journals are more useful for large, multinational companies, as it bridges the gap between the employees at various locations.

The house journals are edited and published by the public relations department of the organisation. In order to establish a fare communication link, it must be attractive and interesting to the reader. The format of a house journal varies from a newsletter to a booklet. The final authority to approve the contents and form of a house journal is the organisation management.

2.      Annual report

Annual report comprises of the details of policies and working strategies adopted by the organisation. It also includes the reports and analysis on the sales, profit and other outcomes. An annual report is usually drafted by the public relations officers of the organisation.

3.      Meetings

Meetings are very essential for an organisation. Meetings can be of different types based on the importance of the topic to be briefed. Whether it is an all staff meeting or meeting of department heads, it creates a better communication link between the employees. Meetings are usually conducted to collect the opinions of the employees on various policies and schemes adopted by the organisation.

4.      Printed literature

The newsletters, leaflets, brochures, posters etc., published and distributed by the public relations departments is an effective tool for internal communication. Various events and other details of the organisation are easily communicated through various printed literature.

5.      Bulletin boards

It is an oldest method of internal communication in an organisation. Bulletin boards are used to inform the employees and other stakeholders.

6.      Direct mail

It is a list of mailing address of important personalities. Brochures, house journals and newsletters can be easily mailed to these important people through direct mail system.