How Corporate Culture Intertwines with Communication & PR

Over the years, through my connections and personal experiences, I have had the opportunity to witness the highs and lows of agencies, corporates, and a few startups. I observed how a company’s culture and its people impact the public image and how tough it can be to transform negative perceptions.

Successful external and internal communication strategies are often connected with corporate culture.

I’d say a company’s culture and PR efforts are intertwined. Culture shapes public perception, while PR focuses on reshaping and reinforcing those views both internally and externally. When PR aligns with a company’s core values and vision, it can create much more impactful results. That’s why I advise organisations to cultivate an inclusive and collaborative culture. This not only ensures credibility and encourages employees to become advocates for the brand but also supports crisis management and maintains a consistent, positive brand image.

Let’s start with consistency and connections, as most brands often ignore these, resulting in the failure of the entire strategy.

First, Consistency in Messaging— By ensuring reiteration of the company’s values, mission, and vision, you reinforce the brand message and build trust.

Second, Authentic Connections— A strong and cohesive work culture enables you to build authentic connections with your audience. Credible connections and networks amplify what they observe and experience, making your messaging naturally align with shared values.

Next, let’s consider employees as brand ambassadors (it’s a value add+).

Engaging with team members who are aligned with the company’s culture makes them passionate brand ambassadors, significantly impacting its reputation. Their consistent advocacy is invaluable; employees who believe in the mission will share positive stories that enhance your public image.

Every little thing counts in a crisis, and so does a strong corporate culture.

A Unified Response— A cohesive culture enables swift and unified responses during crisis, with employees who uphold your values. Transparency in value-driven communication maintains trust and mitigates the negative impacts.

Lastly, put innovation and vision to work. Encouraging innovation, inquisitiveness, and creativity within the culture empowers employees to create unique PR strategies. With a long-term vision, fostering dynamic communication matters, so don’t just steer your teams; let them bring in creativity. Listen (don’t just hear) to their thoughts and ideas. It will be refreshing.

I’ll sum it up—align all your PR efforts with the company’s core values and vision to deliver impactful and enduring results.