1 Internal Relations/Employee Communication Pengantar Public Relations, 2012Dian Anggraeni, SS.M.Si
2 TUGAS KELOMPOK KELOMPOK TOPIK JADWAL PRESENTASI I Corporate Communication Pertemuan ke-14II Internal Relations Pertemuan ke-14III Corporate Social Responsibility Pertemuan ke-14IV Community Relations Pertemuan ke-15V Marketing Public Relation Pertemuan ke-15VI PR and Branding Pertemuan ke-15VII Crisis Management Pertemuan ke-15PAPER:Latar Belakang/PendahuluanPemahaman konsep/teoriPembahasanKesimpulanDaftar referensi
3 Bill Gates, CEO, Microsoft “I'm a great believer that any tool that enhances communication has profound effects in terms of how people can learn from each other, and how they can achieve the kind of freedoms that they're interested in.” Bill Gates, CEO, MicrosoftOne of Bill Marriott's most famous quotes reveals the same insight: "I want our associates to know that there really is a guy named Marriott who cares about them," he said.Bill Marriot, Chairman and CEO JW MarriotLot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great product in front of customers, they would continue to open their wallet.Steve Job, CEO, Apple Inc.
6 How important is employee communication today? Employee communication is EXTREMELY important!No corporation can succeed with poor communication skills among management and their employees. In order for most organizations to accomplish their internal and external goals, communication on several levels is essential. Whether it is verbal, nonverbal, via , or through listening, employee communication is significant.The greatest continuing area of weakness in management practice is the human dimension. In good times or bad, there seems to be little real understanding of the relationships between managers, among employees, and interactions between the two. When there are problems, everyone acknowledges that the cause often is a communication problem.Pengantar PR 2011Dian Anggraeni, M.Si
7 Strong employee relations = solid organizations The growing importance of internal communication:The wave of downsizings and layoffs that dominated business and industry both in the USA and worldwide after the high tech buble burst in the early years.The wide gulf between the pay of senior officers and common workers is another reason organizations must be sensitive to employee communicationThe move toward globalization, including the merger of geographically dispersed organizations, was another reason for increased focus on internal communications. Technology has hastened the integration of business and markets around the world.Research indicates that companies that communicate effectively with their workers financially outperform those that don’t.
8 Mengapa Komunikasi Karyawan Penting? Manfaat dari pemahaman, teamwork, dan komitmen karyawan dalam mencapai hasil yang dinginkan. Aspek positif dari perilaku karyawan ini sangat dipengaruhi oleh komunikasi interaktif yang efektfif di seluruh organisasi.Kebutuhan untuk membangun jaringan komunikasi manajer yang kuat, yang membuat setiap supervisor di semua level dapat melakukan komunikasi secara efektif dengan karyawannya. Kebutuhan ini lebih dari sekadar menciptakan informasi yang berhubungan dengan pekerjaan tetapi juga harus memuat informasi bisnis dan isu publik yang mempengaruhi organisasi secara keseluruhan.
9 Komunikasi Karyawan Yang Efektif Hubungan kerja yang ideal dicirikan dengan tujuh kondisi:Keyakinan dan kepercayaan antara karyawan dan atasan.Informasi yang jujur dan transparan bebas mengalir ke atas, bawah dan samping di dalam organisasiStatus dan partisipasi yang memuaskan untuk setiap orangKontinuitas kerja tanpa perselisihanLingkungan yang sehat dan amanKeberhasilan usahaOptimisme tentang masa depan
10 Tantangan Dalam Hubungan Internal Keamanan dan KepatuhanSetiap organisasi harus memenuhi standar pemerintah daerah tempat beroperasi agar bisa memaksimalkan keselamatan mereka sendiri. Hubungan internal mendidik karyawan agar memenuhi regulasi pemerintah. Salah satu tanggung jawab utama fungsi hubungan internal adalah mengkomunikasikan standar keamana kerja.Hubungan Tenaga KerjaSalah satu tugas hubungan internal adalah berinteraksi dengan karyawan atau tenaga kerja, yang sebagian dari mereka tergabung dalam serikat pekerja.Perubahan Organisasi: Merger, Akuisisi, dan PemecatanKomunikasi internal mempunyai tanggung jawab strategis dalam proses perubahan organisasi. Komunikasi selama periode perubahan dan ketidakpastian ini lebih dari sekadar persoalan komunikasi untuk ‘menenangkan’ tetapi komunikasi ini memainkan peran penting dalam membantu karyawan untuk mengatasi ketidakpastian dan menyesuaikan dengan perubahan.PR Kontemporer 2011Dian Anggraeni, M.Si
11 Function Areas of Internal Communication Vision and Mission Statement, provides the framework for all of the formal internal communication and are therefore wholly relevant to public relations.Vision addresses the big picture what the organization aims to be look like within a state period, typically several years ahead. It conveys a clear indication of ultimate direction for everyone engaged within the organization or connected with it in some way.Mission is concerned with how the organization performs at present, specifically concerning standards of behavior
12 2. The Learning Organization Internal communication is primarily about securing universal motivation and commitment, because organization are rated on their scope for leveraging assets, obtaining more from what they have, and human asset is potentially the richest source of enhanced performance.Learning is the process of acquiring through experience, knowledge that leads to change behavior.
13 3. Enterprise CultureFour types of organizational culture that had been identified by reference tothe interaction of two dimension of attitude and behaviour:Authoritarian vs democratic, reactive vs proactiveSystematized cultures are authoritarian and reactiveEntrepreneurial cultures are authoritarian and proactiveInteractive cultures are democratic and reactiveIntegrated cultures are democratic and proactive.
14 The enterprise culture is a disposition toward bold, outward-going dynamic action that is based upon a set of supportive values that has been widely described as a philosophy of free enterprise. 4. Motivation It is about making people feel good about their employment. People have needs, which managers must recognize and address if they are to establish and maintain beneficial relationships. Those needs include recognition and tangible appreciation.
15 Organizational Structure and Environment The organizational structure and environment and its management style are also fundamentally important to the planning and conduct of public relationsCommunication in organization structure:Vertically from superiors to subordinates and vice versaHorizontally, from colleagues to colleagues within a unit or between units at the same levelDiagonally, between units at differing levelsManaging Change7. Organizational body language, relates to the whole atmosphere that an organization creates.
16 Maslow argued in 1943 that people have a hierarchy needs: Basic Safety Humanity Status Discovery Refinement FulfillmentShelter Security Acceptance Achievement Truth Aesthetics WisdomFood Trust Companionship Recognition Understanding Tastes EnlightenmentHealth Resources Affection Self respect Knowledge Styles Contentment1234567
17 Dealing with the Employee Public The employee public is made up of numerous subgroups: senior managers,first line supervisor, staff, and line employees, union labors, contractworkers and others.Each groups has different interest and concerns. A smart organization will tryto differentiate message and communication to reach these segments.Effective employee communication requires management to ask three hardquestions about the way it conveys knowledge to the staff:Is management able to communicate effectively with employees?Is communication trusted, and does it relay appropriate information to employees?Has management communicated its commitment to its employees and to fostering a rewarding work environment?
18 Trusted Communication in Uncertain Times Respect. Employees must be respected for their worth as individuals and their value as workers. They must be treated with respect and not as interchangeable commodities.Honest feedback. By talking to workers about their strengths and weaknesses, employers help employees know where they stand at any given time. Candid communications will help them in this pursuit.Recognition. Employees feel successful when management recognition their contribution. It is a duty of the public relations professional to suggest mechanisms by which deserving employees will be honored.Voice. In the era of blogs, talk radio, and cable talk shows, almost everyone wants their voice to be heard in decision making. This growing activist communications phenomenon must be considered by public relations professional seeking to win internal goodwill for management.Encouragement. Workers need to be encouraged. Communications programs that provide encouragement generally produces results.
19 Implementing An Effective Employee Communication Program Communicate up and downCommunicating in meetingsCreate employee-oriented publicationsVisual communicationsThe Company grapevine
20 Employee Communication Tactics Internal communications auditsOnline communicationsThe intranetPrint publicationsBulletin boardsSuggestion boxTown hall meetingsInternal videoFace to face communications
21 How To Succeed Communicating with Employees Create an atmosphere of respectTreat employees as insidersBuild up corporate loyalty: “Ambassadors of Commitment”Capture more discretionary timeIncrease two way communicationInvest in decent publicationsListen to and use the grapevine
22 Goals For Effective Employee Communication To improve morale and foster goodwill between employees and managementTo inform employees about internal changes such as reorganization or staff promotionsTo explain compensation and benefit plans such as a new health care plan or an Employee Assistance ProgramTo increase employee understanding of the company and its product, organization, ethics, culture, and external environment.To change employee behavior toward becoming more productive, quality-oriented, and entrepreneurial.To increase employee understanding of major health/social issues or trends affecting them such as child care or AIDSTo encourage employee participation in community activities