EMPLOYEE RELATIONS.

Employees are one of the most important publics a company has, and an ongoing public relations program is necessary to maintain employee goodwill as well as to uphold the company's image and reputation among its employees. The essence of a good employee relations program is keeping employees informed and providing them with channels of communication to upper levels of management. Bechtel Group, a privately held complex of operating companies, published an annual report for its employees to keep them informed about the company's operations. The company used employee surveys to determine what information employees considered useful. A range of other communication devices were used, including a monthly tabloid and magazine, a quarterly video magazine, local newsletters, bulletin boards, a call-in telephone service, and "brown bag" lunches where live presentations were made about the company. Suggestion systems, which originated in World War II, are another effective way to improve employee-management communications.
Other public relations programs for employees include training them as company public relations representatives; explaining benefits programs to them; offering them educational, volunteer, and citizenship opportunities; and staging special events such as picnics or open houses for them. Other programs can improve performance and increase employee motivation and pride. Public relations also plays a role in recruiting new employees; handling reorganizations, relocations, and mergers and resolving labor disputes.