For newspapers, typically 10 percent or less of total revenues come from online operations (although the Los Angeles Times reported in late 2008 that online income was enough to pay for the paper’s entire print and online news staffs).
Public relations practitioners working in employee relations face tough communications challenges.
Consider a recent survey:
- Less than 50% of employees said they were satisfied with their jobs.
- The least satisfied were the newest entrants to the workforce.
- Less than 39% of workers under age 25 said they were satisfied with their jobs.
During these uncertain times, PR professionals must create communications that are: effective, believable and persuasive. The value of intellectual capital has increased. Employees are the most important assets in the organization. An employee public comprises numerous subgroups, each with different interests and concerns. Smart organizations tailor messages and media to reach each specific subgroup.
Any organization concerned about getting through to employees, must offer them:
- Honest feedback
- A voice
Organizations that build massive marketing plans to sell products have begun today to apply the same knowledge and energy to communicating with their own employees. A continuing, employee relations challenge for public relations communicators is to work hand in hand with human resources officials.
People are your most important asset. What is the dollar-and-cents value of good working relations with your staff? Have you calculated what percentage your payroll is of total operating expenses? What are the costs of selecting, training, and replacing your employees? What labor turnover is the result of employee dissatisfaction? In terms of the output and the growth of your business, what is the real money value to you of a highly motivated and loyal work force?
To conclude: Public relations professionals must seize this initiative to foster the open climate that employees want and the two-way communications that organizations need.