As we conduct ongoing soundings and best practices reviews among our clients and other leading companies, we’ve learned that employee communication has evolved from a perfunctory component of corporate communication and human resource (HR) functions to one that is firmly tied to corporate strategies and business objectives.

Companies are putting more money and effort into their employee communication programs, and employee communicators are being more aggressive in pushing their leadership teams to see them as strategic consultants. As a result, employee communication has evolved from a state of sharing information to one of driving employee behavior by helping people understand how their work influences the success of the company.

The following is an edited excerpt from the second edition of “The Handbook of Strategic Public Relations and Integrated Marketing Communications.” Copyright © 2012. Reprinted by arrangement with McGraw-Hill.

PDF: Listen Up: Why Employees Are Your Key Stakeholders
Keith Burton
President, Insidedge
Winter 2012

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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