A key audience for PR: employees

When preparing strategic plans for clients, we always include the media and employees in the mix of key audiences.

Why?

From a public relations perspective, these are two must-haves. Of course the media will be key if securing articles in the media is one of the campaign goals. And for any company, employees, of necessity, are a key audience in a myriad of ways: benefits, policies and procedures, representing the company in person and online, etc.

An online article in yesterday’s Advertising Age talks about Las Vegas-based Zappos, the online shoe retailer, and how they turn employees into brand evangelists.

It’s a great reminder and example as to how a company/brand can utilize employees – its closest, warmest audience – to its advantage.