Does your company or organisation have employees or ambassadors? So often poor customer service and rude or uninterested staff undermine an organisation’s efforts and core messages. Too many employees are adversaries – working against the best interests of their employer – rather than advocates.

Most clients and customers never meet the CEO or senior managers. Their interaction is with the front-line staff – salespeople, reception, staff on the phone and others. These are your real public relations team as they deal directly with your ‘publics’. They are your ambassadors, representing you 24/7, not just during business hours but to their friends, family, neighbours and on social media where they can potentially reach thousands of people.

Too often they are underestimated and undervalued, yet they can draw business in or drive it away, and they can stand with you in difficult times. Your internal communications with them should reflect their value.