HR + PR: A Match Made in Business Heaven?

In the ever-evolving digital landscape, the collaboration between Human Resources and Public Relations has become increasingly essential for companies.

But what if this partnership had the power to propel organizations to viral success?

Together, we will explore how the meeting of HR and PR can drive unprecedented growth and create a lasting impact on brand reputation.

The Power of Social Media:

The partnership between HR and PR can tap into the power of social media.

Wendy's, the fast-food chain known for its clever Twitter persona, exemplifies this approach.

By enabling HR experts to create a dynamic social media strategy and collaborating with PR specialists to maintain a cohesive brand voice, Wendy's turned ordinary interactions into viral hits.

Through humorous conversations initiated by employees empowered by HR, the company boosted its brand recognition and captivated the public.

Cisco's Social Media Training Program

Cisco recognized the need to equip its employees with social media skills to effectively represent the organization online. HR and PR collaborated to develop a comprehensive social media training program.

HR contributed its training expertise, while PR shared its knowledge of utilizing social media for brand promotion and reputation management.

The collaboration between the two at Cisco resulted in a well-rounded social media training program tailored to the specific needs of employees.

By ensuring consistency in messaging and providing employees with tools and guidelines, this collaboration enhanced Cisco's online presence while minimizing the risk of reputational damage due to employee-generated content.

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Authentic Storytelling to Engage Employees and the Public:

When HR and PR develop genuine stories, they create a powerful impact that engages employees and attracts public interest.

A great example is Airbnb's "Belong Anywhere" campaign.

HR and PR collaborated to realise the company's vision, appealing to both guests and hosts.

By highlighting authentic stories from diverse users, the campaign went viral and enhanced the company's global reputation.

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Leveraging Employee Stories in PR Campaigns:

Companies can leverage personal stories for viral impact. Google's "Year in Search" campaign successfully combined HR and PR by highlighting emotional employee stories in their annual review.

HR discovered these stories, and PR shared them, creating a strong viewer connection and a widely shared, impactful campaign.

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Seizing Opportunities for Positive Publicity:

Conflicts or controversies can turn into opportunities for HR and PR to generate positive publicity.

In 2019, SAP showcased this with their "Autism at Work" campaign, where HR recruited individuals on the autism spectrum for their unique strengths, and PR used the initiative to boost SAP's image, highlighting inclusivity and social responsibility.

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Crisis Management:

When crises arise, HR and PR must collaborate swiftly and effectively to manage and mitigate the situation's negative impact.

A well-coordinated response can safeguard the company's image and minimize potential damage.

Starbucks' Crisis Response Strategy:

When Starbucks faced a highly publicized incident of racial bias in one of its stores, collaboration between HR and PR played a critical role in the company's response.

HR addressed the internal impact by implementing comprehensive diversity and inclusion training for employees, while PR developed a communication strategy to address the incident publicly.

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How to make the collaboration work?

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• Establish Regular Communication Channels:

Create open lines of communication between the HR and PR departments to foster a collaborative relationship.

Regular meetings and sharing updates on respective projects and initiatives can ensure alignment and prevent misunderstandings.

• Define Shared Objectives:

Outline the shared goals and objectives that both HR and PR can work towards.

This will foster a sense of unity and enable both teams to collaborate effectively towards a common outcome.

• Foster Mutual Understanding:

Encourage HR and PR professionals to understand each other's roles, responsibilities, and expertise.

This will facilitate better collaboration and appreciation for each other's contributions.

• Encourage Cross-Training and Skill Exchange:

Encourage HR and PR team members to participate in training or workshops that enhance their understanding of each other's functions.

This cross-training can nurture a more holistic perspective and enable members to leverage each other's strengths in their respective domains.

• Joint Planning and Strategy Development:

Collaborate on planning and strategy development processes to ensure that HR and PR align their efforts.

HR can contribute employee-related data and insights to PR's external messaging strategies, ensuring consistency and authenticity in communication.

The collaboration between HR and PR is an invaluable alliance that yields numerous benefits for organizations.

As organizations strive for long-term success, recognizing and nurturing this partnership becomes imperative in an increasingly interconnected and communication driven world.