CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR
CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR
CASE STUDY Pfizer's PR campaign „Openly about sex“ - PRO.PR
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Internal communication in practice<br />
Varteks - good communication between management and<br />
employees brings improvements in business<br />
.<br />
by Nikolina Dežmarić Krofak<br />
Head of Corporate Communications<br />
Many European manufacturers and retailers had to<br />
undergo the process of restructuring their business<br />
in order to maintain their positions.<br />
Varteks started creating a new business strategy in<br />
2004. It was the first company in the Varazdin county<br />
to found a Corporate Communications Department.<br />
It followed this with a detailed communication<br />
plan. Restructuring, confidence in management,<br />
motivation enhancement, access to information<br />
and strenghtening communication between<br />
management and employees were the challenges of<br />
this newly founded department. The Corporate Communication<br />
Department took control of the mishandling<br />
of information. It supplied all employees<br />
with real and true information in order to prevent<br />
pressure being put on the management over decisions<br />
that had to be made.<br />
Nikolina Dezmaric Krofak was the founder of the<br />
Corporate Communications Department at Varteks.<br />
With another two members she started the Internal<br />
Communication project, based on several communication<br />
tools. 3600 copies of the “Info” magazine’s<br />
editions have been published. It is entirely made within<br />
the Corporate Communication Department;<br />
texts, graphic design, layout.<br />
It is free of charge and is well accepted by all employees<br />
as a source of true and current information.<br />
Its content covers topics <strong>about</strong> business results, new<br />
technologies, fashion trends, collections, reports<br />
from the General Assembly, press conferences, production<br />
and other topics of vital importance to the<br />
company and its employees.<br />
After publishing the internal magazine „Info“ , the<br />
Corporate Communications Department created<br />
the internal web site „IN“ as the fastest and most effective<br />
access to internal information. Apart from a<br />
display of documents and news, there is other interesting<br />
content available.<br />
The project „Management open days“, also initiated<br />
by the Corporate Communications Department,<br />
<strong>PR</strong>O<strong>PR</strong> winter 2007.<br />
Varteks is the leading and largest fashion company. In spite of its tradition and high<br />
quality products, negative trends in production and clothes sales in European markets<br />
have prevailed. These were caused by low quality clothes imported from the Far East.<br />
brings employees closer to the management. That<br />
means that each employee is entitled to ask the Board<br />
of Directors questions, as well as talk to them<br />
<strong>about</strong> eventual individual problems.<br />
The „Management open days“project proved to be<br />
very effective for it tore down the barrier between<br />
the „untouchable“ Board of Directors and employees.<br />
There are also „Info boxes“available for comments,<br />
suggestions, criticisms and approvals written by<br />
employees. It is worth noting that there have been<br />
more approvals than criticisms collected. Our conclusion<br />
is that the tools of internal communication<br />
have turned out to be very successful sources of information.<br />
The „Info“ magazine also launched a project titled<br />
„The Best Varteks People“, which achieved good results.<br />
Five Varteks employees were nominated by<br />
their colleagues for „The Best Varteks People“. Their<br />
extraordinary work results brought them this flattering<br />
title. Since this kind of recognition was completely<br />
new and unknown, the Corporate Communications<br />
Department said that the participation of<br />
employees in this project was more than satisfactory.<br />
Winners were awarded by the Varteks CEO. It<br />
was an injection of motivation to all participants.<br />
For three years running, the Corporate Communications<br />
Department has been using these tools of<br />
internal communication, and they have been well<br />
accepted by the readers. Before this magazine began<br />
to be published, employees had been ill-motivated<br />
and distrustful. Nowadays, when they are<br />
entitled to speak out <strong>about</strong> their views and opinions,<br />
their active participation in the creation of the<br />
magazine has been highly noticed. Positive<br />
changes in attitude<br />
and mutual trust<br />
have also been noticed<br />
within other<br />
departments’ communication.<br />
In<br />
the long run, we<br />
plan to carry out<br />
certain projects<br />
in order to upgrade<br />
basic com<br />
m u n i c a t i -<br />
ons.