Internal and Community Relations

Chapter 11 - Internal and Community Relations. I think the main purpose of this chapter is quite obvious. It is all about how and why the internal public relations and community relations are important in public relations practice.

This chapter provides us with a thorough overview of these two increasingly highly valued theories especially for the business leaders. From what i see, the most important element for its increasing value should be the revealence of the relationship between employee communication and job satisfaction and productivity.

Again, the premise of the job satisfaction and productivity is communication. No good communication means no good relationship and if there is no good relationship, the so called productivity is going to be severly damaged.

About how to build an effective communication between the employers and employees, the author lists us several major tools and channels, like newsletters and company newspapers, noticeboards, memos, awards, events, intranets and interpersonal communication. All these tools and channels are useful in conducting a good communication as we can see from the two case studies.

This chapter makes me think again the importance of communication both internal and external in a public relations practice. However, I believe that the process of communicating is not that easy and isolated. We also need some other tactics to embrace a successful communication. For example, when we are tackling with certain crises, in my opinion, the first and for most thing we should do is to correctly identify the problem, to understand the current situation and based on which we can then set a goal and develop correspondent communicative strategies since a false identification of the crises may lead to a totally wrong direction.

I am not sure whether I have made myself clearly understood. What I mean is I agree that internal and community relations are important in a public relations practice, but actually I think all these theories about PR practice are not isolated, they are intertwined and interactive like I said before. They should be integrately applied according to the various situation.