Overview

Advertising promotes an organisation’s goods or services via external media to induce the public to buy, support or invest in them. It communicates this information within the context of the organisation’s brand-promise, such as service excellence, quality, affordability, reliability, innovation, etc.

Delivery on the external brand promise builds customer satisfaction and loyalty. To achieve this first requires communication to employees because they are integral to delivering on the external brand promise. Communication about external advertising via internal tactics ensures that:
Employees know the service or product promise being advertised and are committed to delivering on that promise to customers or clients.
Employees are provided with the resources and systems to support delivery of the advertised service or product, including timely and accurate information.
The advertising reflects a realistic view of the organisation as employees know and experience it. This builds the organisation’s credibility in their eyes.

Grey TickThis tactic is useful for:

 

Reinforcing important aspects of the organisation’s internal brand so employees can deliver on its external brand promise.
Aligning external and internal messages.
Informing employees about the advertised products or services so they can become advocates for clients/ customers, friends, family, and the general public.

Blue CloudThings to consider:

 

Reinforcing important aspects of the organisation’s internal brand so employees can deliver on its external brand promise.
Aligning external and internal messages.
Informing employees about the advertised products or services so they can become advocates for clients/ customers, friends, family, and the general public.

Tone BulbHelpful tip:

 

Publicise a new advertising campaign internally before it is released publicly. Provide employees with a preview, including the rationale behind the new advertisements. Communication tactics to do this can include print advertisements pinned to notice boards or posted on the intranet, or screenings of TV advertisements via the intranet or company television.
Category: Electronic