PR View by Amy Fry

Share this article:
We live in an age of information. With 24/7 access to blogs, wikis, YouTube and more, employees can find, create and comment on any topic that interests them.  Employees are holding their employers to a higher standard when it comes to communication.  And that means more opportunities for the internal communications profession. 

People want the same experience in the workplace as they have on the Internet.  Employees want user-friendly tools to do their jobs and accurate information to manage their personal and professional lives.  They expect to receive trustworthy, credible responses quickly. 

Faced with this new, more demanding “employee-consumer,” internal communication has a significant opportunity to leverage emerging technologies and develop new strategies for engaging employees.  

Over the past decade, the internal communication function has gone beyond the role of simply disseminating information to employees. We continue to enhance the profession of internal communications from information providers to influencers.

We are now in a position to influence our leaders on the value of emerging technologies in building trust and engagement with employees. Employees want to know their leaders and the strategic direction of the company.  In other words, “who do I work for and where are we going?” Effective communication helps answer these questions and enhance overall business performance.

Thanks to the democratization of information, internal communications competes for the hearts and minds of employees.  After all, faced with the prospect of reading lifeless corporate prose, who wouldn’t want to check out the latest celebrity immortalized on YouTube? 

Amy Fry is VP, public relations at Boehringer Ingelheim North America

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Channel

Five things for pharma marketers to know: Monday, September 15

Five things for pharma marketers to know: ...

Pharma has sought 76 meetings with FDA over biosimilars; Gilead licenses Sovaldi to India generic drugmakers; Pfizer and Ranbaxy Lipitor lawsuit dismissed.

Liraglutide, aiming for new indication, gets new name

Liraglutide, aiming for new indication, gets new name

Why Novo Nordisk is choosing not to leverage Victoza's brand equity as it seeks a weight-loss indication for liraglutide.

Five things for pharma marketers to know: Friday, September 12

Five things for pharma marketers to know: Friday, ...

An FDA panel voted in favor of liraglutide for weight loss; Allergan investors backing an attempted takeover of the firm crossed a critical threshold; and 100 million health wearables are ...