Reading Notes Chapters 10 and 13

16 Oct

These 2 chapters were about keeping employees and customers happy. If either of these public and their subgroups of publics are unhappy, a company will suffer internally, externally, and in the end, financially.

In chapter 10, Seitel mentions that companies that communicate more with their employees correctly financially outperform those that do not by 57 percent (Seitel, Page 201)

With the economy the way it has been since 2008, many employees need reassurance with three main focuses – being candid, clear, and credible. Employees are very unhappy and need more communication recently because of increased layoffs, the gap between pay in organizations (b/t CEO’s and the average 9-5 worker), and the move towards globalization. Companies started to realize that the employees are the biggest assets to their companies (Seitel, Page 202).

Companies need to make sure they reach all subgroups in the employee public and the comm. is also effective, and they will know by asking 3 questions…

  1. Is management has to be able to comm. effectively with employees?
  2. Is comm. trusted and does it relay appropriate info to employees?
  3. Has management comm. its commitment to its employees and to fostering a rewarding work environment.

At uncertain times, companies need to make sure they use principles of respect, honest feedback, recognition, voice and encouragement in order to communicate effectively with employees.

The 6 criteria of America’s best companies, written by Milton Moskowitz are,

  1. Willingness to express dissent (feedback)
  2. Visibility & proximity of upper management (MWBA – “management by walking around”)
  3. Attention to clarity
  4. Friendly tone
  5. Sense of humor

In order to clean out the untrustworthiness in a company is different than just communicating with employees without the “scar tissue”. Follow SHOC

-STRATEGIC (1. Where is org going, 2. What is my role?)

– HONEST (don’t sugarcoat)

-OPEN (2 way comm.)

-CONSISTENT (predictable)

Once again, before you do any type of communication, you need to research the attitude of the company employees. TACTICS is order to do research you want to do are,

  1. Comm. audits
  2. Online comm.
  3. Intranet
  4. Print publications
  5. Bulletin boards
  6. Sugg. Box and town hall meetings
  7. Internal videos
  8. Face-to-face comm.

Chapter 13 is more about consumer relations. A CONSUMER CLASS is a group of people characterized by diets of increased processed food, the desire of bigger houses, and more bigger cars and higher level of debt.

The Consumer relations objectives to increase sales are to

  1. Keeping old customers
  2. Attract new customers
  3. Market new items or services
  4. Expediting complaint handling
  5. Reducing cost

*only 4% of people who are dissatisfied will complain and there is an office for customers to call called an OMBUDSPERSON.

Beginning in early years, consumers have had people backing them up to protect them. In 1960, John f Kennedy decided there should be a consumer’s bill of rights…

  1. Right to safety
  2. Right to be informed
  3. Right to choose
  4. Right to be heard


All of the reading notes in my blog are taken from the eleventh edition of The Practice of Public Relations, by Fraser P. Seitel.


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