CHAPTER 2

Understanding Your Internal Publics

Excellence in internal relations and communication management requires a thorough understanding of the working of an organization and the organization’s understanding of internal publics. Internal relations can be used to help build a competitive advantage in the marketplace for the organization because a cohesive organizational culture can create highly motivated, efficient, and successful employees and lower the costs for the organization associated with employee turnover. Internal relations, then, is an important part of the overall organizational strategy to build good relationships with internal stakeholders and publics.

Although it is common to hear the terms used interchangeably, “stakeholders” ...

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