How PR Practioners Can influence Employee Engagement

Public Relations can be highly rewarding, if practitioners are focused, intentional and strategic-in thoughts, words and actions.

It is not always about storytelling, media relations or crisis management. It is also about creating an environment where employees feel comfortable, confident and proud to work. In Human Resources, it is called Employee Engagement.

Public relations includes internal communication which is aimed at creating and sustaining a salubrious work environment and a mutually beneficial relationship between employees and the organization. Let me tell you a short story:

During the Covid-19 pandemic, when everyone was looking for inspiration, a lot of organizations, sought ways to lift the flagging morale of their employees, some of who were living and working in anxiety, apprehension, fear and uncertainty. Understandably, employee engagement was low as many of them were getting infected or losing family and friends to the rampaging virus.

Thanks to zoom (and later Teams) a lot of organizations were able to connect with their employees to provide guidance and support and to share experiences.

At Airtel Nigeria, we went over and above the normal awareness campaigns and provision of access to emergency medical services for employees. We organized two town halls (via zoom) featuring two special speakers. One was the Director General of the National Center for Disease Control (NCDC), Dr. Chikwe Ihekwazu, and the other was Richard Quest of CNN.

With regards to Covid-19, it couldn’t get any higher or more senior than Dr. Ihekwazu. By the way, Dr. Ihekwazu’s German mom, the late Prof. Edith Ihekwazu, was one my favorite Profs during my time in UNN and the dean of the Faculty of Arts. So, you can only imagine the impact his presence at the town hall had on Airtel Nigerian employees.

Then, the inimitable Richard Quest! We’ve been friends for the most part of a decade and half. Richard caught the Covid-19 twice and postponed his wedding as a result. As CNN’s global business reporter, he was a walking encyclopedia on how businesses were coping with the pandemic. He brought this knowledge and his personal experience (of Covid-19) to the nearly 90 minutes he spent with Airtel Nigerian employees.

I’m unable to quantify in real terms, the impact these two sessions had on our revenue and bottom line but I received high marks for making them happen. To many of the employees, it boosted their sense of pride in the company and definitely helped in their engagement level.

Public relations is a very important and highly valuable profession, depending on how the practitioners and organizations position and manage the function. At the end of the day, it is for the most part what the practitioner makes of it-and how he or she does it.As you build your network, also build your influence because network without influence is useless