Benefits communications: Using PR strategies to increase awareness, promote education
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By Charles Epstein and Michele S. Rubin
At its root, PR is about image. A PR professional is charged with projecting and being the voice and image of the client in the eyes of the media contacts and analysts who ultimately influence the purchasing patterns of potential customers. Today's HR professional is similarly tasked with communicating the corporate message (i.e., policies, procedures, and benefits) to its client's customers - namely, the organization's employees. Effective PR practices provide valuable lessons that can be applied to benefits communications to ensure that your message reaches its intended audience, makes an impact, and drives employees to take action.
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