The Difference between PR, Communications & Internal Communications

In June we shared ideas for marketing activities to tackle during a summer slow-down, one of those activities being Public Relations (PR). Here we want to clarify the differences between PR, overall firm communications and internal communications. These three modes of communication often overlap but are functionally different; it’s important to consider each of them and their respective goals when making a communications plan at your firm. Whether you're managing a public relations campaign, conveying internal messages, or crafting company-wide announcements, understanding the nuances of each communication type is essential. 

Public Relations (PR)

PR is all about managing your firm's reputation and visibility in the public eye. PR activities are designed to build a positive image of your company, communicate your expertise, and establish trust with external audiences, such as clients, partners, and the media. This can include press releases announcing new projects, awards, or key hires, as well as all media relations to secure coverage in industry publications. The key with PR is that it is earned; you submit your messaging to a publication and it is published by an outside source; your firm is not the direct author. Third party validation of your firm’s expertise is highly valuable. 

Effective PR not only enhances your firm's credibility but also differentiates you from competitors by highlighting your unique value proposition. Given the technical, and often complex, nature of building projects, your PR strategy should focus on clear, concise messaging that resonates with both technical and non-technical audiences.

General Company Communications

General company communications encompass the broad range of messages your firm sends out to various stakeholders, both internal and external. This includes email marketing, social media posts, website content, and other materials that communicate your company's updates, achievements, and strategic direction. While PR is a subset of general communications focused on external audiences, company communications can be directed at anyone who has a vested interest in your firm, including clients, partners, employees, and even the general public. All company communications are self published.

In the AEC industry, these communications often need to strike a balance between being informative and engaging. Whether you’re announcing the completion of a significant project or sharing thought leadership content, your messaging should reinforce your firm’s brand identity while keeping your audience informed about your activities and successes.

Internal Communications

Internal communications refer to the flow of information within your organization, aimed at keeping employees informed, engaged, and aligned with the company’s goals. This can include everything from company-wide emails and internal newsletters to employee benefits and engagement initiatives. 

Internal communications focus on fostering a positive workplace culture, supporting employee development, enhancing collaboration across departments and promoting employee retention. For instance, celebrating project milestones internally or sharing knowledge through training sessions can boost morale and engagement.

Conclusion

While PR, general company communications, and internal communications each serve distinct purposes, they function together to build a cohesive communications strategy for your firm. Understanding the differences between these types of communications will help you craft more effective messages that resonate with your intended audience and drive your firm’s success. As always, we offer further insights into how to tailor these communication strategies for the AEC industry; reach out if we can be of help.