Impactful PR: Deconstructing Employee Relations Techniques

Impactful PR: Deconstructing Employee Relations Techniques

By Chimaza Nonye-Okoronkwo,

Effective employee relations are more important than ever in today’s rapidly evolving organisational landscape. Maintaining positive and productive relationships between employers and employees is essential for fostering job satisfaction, reducing turnover, and promoting overall organizational success.

Drawing lessons from the example of the Comptroller General (CG) of the Nigeria Customs Service, Bashir Adewale Adeniyi, and the agency spokesperson, Abdullahi  Maiwada, during the 2024 International Customs Day celebration, we see how employee relations can profoundly influence public relations.

Employee relations refer to the strategic efforts by an organization to foster and manage positive interactions between employers and employees. These efforts include creating open communication channels, resolving workplace conflicts, recognizing and rewarding employee achievements, and promoting overall employee well-being.

At its core, employee relations aim to create a harmonious work environment, build trust between employees and management, and encourage professional development while enhancing overall organizational performance.

Public relations professionals often focus on how organizations are perceived externally by their customers, stakeholders, and the broader public. However, employee relations play a critical role in shaping this external perception.

Happy, motivated employees serve as brand ambassadors, and positive internal experiences often translate into favorable external views of the company. Transparent internal communication fosters trust and loyalty, ensuring that employees act as advocates for the organization, and their advocacy is a powerful form of PR.

During a crisis, an organization with strong employee relations will have a workforce that trusts its leadership and is willing to support its crisis management efforts. Positive employee relations also make it easier for an organization to implement Corporate Social Responsibility (CSR) initiatives, with engaged employees more likely to participate, reflecting well on the company and enhancing its public standing.

The event at the International Customs Day celebration, where CG Bashir Adewale Adeniyi publicly recognized the efforts of Abdullahi Ali Mawada and the PR unit, offers powerful lessons on how employee relations can be effectively leveraged in public relations. One key takeaway is the importance of leadership in employee relations.

CGC Adeniyi’s public acknowledgment of Mawada’s contribution demonstrates how employee recognition plays a crucial role in boosting morale and productivity. When employees feel that their efforts are appreciated by leadership, they are more likely to remain motivated and committed to their work, which aligns with public relations principles.

In this instance, CG Adeniyi’s recognition of his team not only boosted internal morale but also underscored the value of transparency and open communication—both essential components of strong employee relations. Another important lesson is the role of humility and teamwork in fostering a healthy work environment.

Maiwada’s refusal to accept individual recognition in favor of crediting the entire PR unit reflects a culture of teamwork and shared success. By choosing to recognize the entire unit, Mawada reinforced the importance of collaboration, promoting a culture where success is celebrated collectively.

In public relations, teamwork and collaboration are essential to any organization’s success. When employees feel that their contributions are part of a larger effort, they are more likely to remain engaged and motivated, fostering a sense of unity that strengthens the organization’s internal culture and improves its external image.

This strategy is closely aligned with the goals of employee relations, which seek to increase employee motivation by promoting a sense of belonging and shared purpose. CGC Adeniyi’s public disclosure of Maiwada’s contributions highlights the importance of communication and transparency in employee relations.

By openly acknowledging Maiwada’s efforts, Adeniyi demonstrated the value of clear and honest communication in building trust and fostering employee engagement. Transparency builds trust between employees and management internally and reinforces an organization’s commitment to honesty and accountability externally, enhancing the company’s reputation.

The lessons from CGC Bashir Adewale Adeniyi’s recognition of Abdullahi Ali Maiwada and the PR unit at the International Customs Day celebration demonstrate the powerful link between employee relations and public relations. Effective employee relations strategies—rooted in recognition, teamwork, communication, and transparency—can significantly enhance an organization’s internal culture and public image.

Strong employee relations not only lead to increased job satisfaction, loyalty, and productivity but also create a workforce that advocates for the organization. By fostering a culture of recognition, humility, teamwork, and open communication, organizations can strengthen both their internal relationships and their external image, as exemplified by the actions of CGC Wale Adeniyi and the Nigeria Customs Service.

Chimaza Nonye-Okoronkwo is a 2024 PRNigeria Young Communication Fellow.