Mastering both external and internal public relations is the determining factor in achieving truly effective and coherent corporate communication. However, many companies make the mistake of viewing communication as a one-way process.
Most brands pour all their resources into winning over the general public, overlooking the fact that real success also depends on how they present themselves to their own workforce. An employee who doesn’t feel informed is a lost brand ambassador.
That’s why a high-level strategic plan must integrate both dimensions to be fully effective: internal communication is just as crucial as external communication, because an organisation’s reputation is built from the inside out. In this article, we examine how to balance both forces to strengthen your corporate identity.
What is external public relations?
External public relations comprise the communication activities that a company directs outwards towards its customers, the media, other companies, institutions and society as a whole. Their purpose is to project a strong brand image, increase visibility and reinforce the organisation’s reputation among external audiences.
Unlike internal public relations, external PR is widely practised, and few brands can afford to neglect external communication. These activities may pursue different objectives, but they are almost always linked to marketing, awareness and sales.
Examples of external public relations activities:
- Press releases and media relations to secure press coverage.
- Social media management and digital communication with the community.
- Organising events, press conferences and sponsorships.
- Collaborations with spokespeople, influencers and other brands.
- Online reputation management and crisis communication.
Traditional and digital activities now operate side by side. You can see how they complement one another in our article on digital vs traditional PR.
What is internal PR?
Internal public relations are communication activities aimed at the people who form part of a company. Their purpose is to keep employees informed, aligned and motivated so that each person understands the brand’s strategy and feels part of it.
They may take the form of regular meetings, internal newsletters, emails, noticeboards or digital communication channels. Their twofold purpose is clear: first, to strengthen team cohesion and motivation; and second, to provide information about the company’s performance and decisions so that employees gain a deeper understanding of how the organisation operates.
Examples of internal public relations:
- Newsletters and internal announcements about results and company developments.
- Team meetings and sessions with senior management.
- Employee engagement surveys and feedback channels.
- Welcome programmes (onboarding) and continuous training.
- Celebrating achievements and recognising talent.
Difference Between Internal and External Public Relations
Although they share tools and pursue the same overall aim — building a strong and trustworthy brand — internal and external public relations differ in their audiences, objectives and channels. This is the essential comparison:
| Criterion | External public relations | Internal public relations |
|---|---|---|
| Audience | Customers, media, institutions and society | Employees and company collaborators |
| Objective | Visibility, reputation and sales | Cohesion, motivation and internal information |
| Channels | Press, social media, events and website | Newsletters, meetings, intranet and internal email |
| Focus | How the market sees us | How the brand is experienced internally |
| Result | Brand image and awareness | Engagement and sense of belonging |
The two reinforce one another: an informed and committed workforce projects a more credible image externally, while a strong external reputation increases employees’ sense of pride and belonging.
The importance of properly combining the two
As we have mentioned, companies often forget to include an internal communication plan in their PR strategy, which is a big mistake.
It is a common misconception that companies only have eyes for external plans that are directly aimed at increasing sales. But in reality, good internal communication will have a huge impact on any brand’s bottom line.
If employees do not have enough information about where they work, they will never be able to perform their job at 100%. And if there is also no sense of togetherness, which can be achieved through internal communication strategies, there will be no real commitment to the company on their part.
Therefore, combining the two properly will be key for the company to thrive and achieve all its goals.
Why is internal PR not given so much prominence?
The reason why external PR is prioritised is because it is the window to the customer connection, which is one of the most important elements of any brand.
However, as we have already mentioned, the customer will never feel satisfied and will never connect with the brand if there is no unity, knowledge and commitment to the brand among the people who make it up. This will be reflected in the daily work, which will end up being more impersonal and less caring.
What are the benefits of a good internal public relations strategy?
Have you not yet designed a good internal communications strategy for your business? To make it clearer, here are some of the benefits you can get if you finally take the plunge and implement it, which is the most reasonable decision to generate a thriving business.
- Improvement of the organisational climate.
- Increased productivity.
- Decreased employee turnover and thus increased commitment.
- Better coping with crises.
At Finzel, we not only have experience in developing external communication plans, but we have also helped many companies to strengthen their union through a good internal PR strategy. If you feel the time has come to include this type of action in your company, we will be happy to help.
FAQs abou external and internal public relations
What is the difference between internal and external public relations?
What are some examples of external public relations?
Why is internal communication important in a company?
Can internal and external public relations be managed separately?
Who should be responsible for public relations in a company?
At Finzel PR, we not only develop external communication plans; we also help companies strengthen internal cohesion through an effective internal public relations strategy. If you believe the time has come to integrate both areas within your organisation, contact us: we will be delighted to help.
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