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PR Practitioners at Swiss PostArdent Devotees or Indifferent Subordinates?Pascal Lorenzini
Who is Swiss Post?The basic postal service provider in Switzerland…
Who is Swiss Post?…and a company operating worldwide with 60K+ employees.
Now for the actual study.Corporate Communications produces a lot of publications – both forinternal and for external publi...
The key question is……whether the people responsible for communicating corporate valuesand messages truly believe in what t...
What is the basis of this study?Grunig and Hons Relationship Value Questionnaire with 52statements that describe an organi...
What is the basis of this study?… but to be sorted "the Q way".
"The organization fails to satisfy       "This organization is very concernedthe needs of people like me."            abou...
Rotated factor matrix                                                  1                                                  ...
Picture: World of Good/Flickr.comTwo distinct factors emerged.About 2/3 are enthusiastic ambassadors of the Swiss Post spi...
Factor A – Enthusiastic ambassadors of the Swiss Post SpiritThese statements define factor A                   Agree      ...
Picture: shepy.co.ukTwo distinct factors emerged.About 1/3 are critical – but loyal – Public Relations practitioners.
Factor B – Critical – but loyal – Public Relations PractitionersThese statements define factor B                    Agree ...
Who should get the upper hand?The enthusiasts or the critics?
Picture: AP File PhotoWhat about credibility?It is one of the key elements of Swiss Posts communication efforts.
Picture: spring stone/Flickr.comSo what?A joint effort and an open exchange of ideas BEFORE communicatingcontributes to a ...
Thank you for your interest.Questions?
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PR Practitioners at Swiss Post - Ardent Devotees or Indifferent Subordinates

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These are the results of a study that looked into how PR practitioners at Swiss Post see their employer and how their relationship with the company influences what is communicated.

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PR Practitioners at Swiss Post - Ardent Devotees or Indifferent Subordinates

  1. 1. PR Practitioners at Swiss PostArdent Devotees or Indifferent Subordinates?Pascal Lorenzini
  2. 2. Who is Swiss Post?The basic postal service provider in Switzerland…
  3. 3. Who is Swiss Post?…and a company operating worldwide with 60K+ employees.
  4. 4. Now for the actual study.Corporate Communications produces a lot of publications – both forinternal and for external publics.
  5. 5. The key question is……whether the people responsible for communicating corporate valuesand messages truly believe in what they are communicating.
  6. 6. What is the basis of this study?Grunig and Hons Relationship Value Questionnaire with 52statements that describe an organization…
  7. 7. What is the basis of this study?… but to be sorted "the Q way".
  8. 8. "The organization fails to satisfy "This organization is very concernedthe needs of people like me." about the welfare of people like me." "I feel a sense of loyalty to this organization." "This organization won‘t cooperate with "Most people enjoy "I could not care people like me." dealing with this less about this organization." "This organization organization." can be relied on to "I think that this organization keep its promises." succeeds by stepping on other people." Can you give any examples? A total of 52 statements was used to define an individuals relationship with the organization.
  9. 9. Rotated factor matrix 1 2 5 18 9 4 13 10 7 12 8 19 6 0.5 14 11 3 Factor B 17 0 16 1 -0.5 15 -1 -1 -0.5 0 0.5 1 Factor AWhat are the results?Interesting. But what does this say?
  10. 10. Picture: World of Good/Flickr.comTwo distinct factors emerged.About 2/3 are enthusiastic ambassadors of the Swiss Post spirit.
  11. 11. Factor A – Enthusiastic ambassadors of the Swiss Post SpiritThese statements define factor A Agree Disagree 15. I would rather work together with this 20. In dealing with people like me, this organization than not. organization has a tendency to throw its weight around. 4. I am happy with this organization. 10. The organization fails to satisfy the needs of people like me. 1. This organization treats people like 45. I think it is important to watch this me fairly and justly. organization closely so that it does not take advantage of people like me. 5. Whenever this organization makes an 19. Whenever this organization gives or important decision, I know it will be offers something to people like me, it concerned about people like me. generally expects something in return.
  12. 12. Picture: shepy.co.ukTwo distinct factors emerged.About 1/3 are critical – but loyal – Public Relations practitioners.
  13. 13. Factor B – Critical – but loyal – Public Relations PractitionersThese statements define factor B Agree Disagree 5. Whenever this organization makes an 19. Whenever this organization gives or important decision, I know it will be offers something to people like me, it concerned about people like me. generally expects something in return. 20. In dealing with people like me, this 1. This organization does not treat organization has a tendency to throw people like me fairly and justly. its weight around. 10. The organization fails to satisfy the 4. I am happy with this organization. needs of people like me. 45. I think it is important to watch this 23. This organization helps people like me organization closely so that it does not without expecting anything in return. take advantage of people like me.
  14. 14. Who should get the upper hand?The enthusiasts or the critics?
  15. 15. Picture: AP File PhotoWhat about credibility?It is one of the key elements of Swiss Posts communication efforts.
  16. 16. Picture: spring stone/Flickr.comSo what?A joint effort and an open exchange of ideas BEFORE communicatingcontributes to a much higher credibility of the company.
  17. 17. Thank you for your interest.Questions?

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