How to Build a Strong Internal PR Function for Employee Engagement

7 January 2026

Today, companies are learning that their most valuable asset isn't something they can buy or build—it’s their people. Yep, the people who walk into your office (or log into Zoom) every day have the power to make or break your business. That’s why smart companies are turning their focus inward, building strong internal communications strategies that don't just inform, but deeply engage. And at the heart of that strategy? A rock-solid internal PR function.

Let’s dig into how you can build a strong internal PR function that lights a fire under your employees and gets them genuinely excited to work for your company. Trust me—it’s more than birthday emails and the occasional pizza party.

Why Internal PR Matters More Than Ever

Most companies invest heavily in external public relations. You’ve got press releases, media interviews, influencer campaigns—you name it. But here’s the kicker: if your employees aren’t feeling the love, all that external PR falls flat.

Think of your internal PR team as the heartbeat of your company's culture. They make sure people feel informed, valued, and fired up. When done right, internal PR turns employees into passionate brand ambassadors who feel connected to the company’s purpose.

Let me ask you this: if your employees had to describe what your company stands for, would they all say the same thing? If not, that’s a red flag—and a huge opportunity.

What Is Internal PR, Really?

Internal PR (short for internal public relations) is all about managing communication within your organization. It’s the bridge between leadership and employees. It ensures that people feel informed, inspired, and included.

But it’s more than pushing out announcements. A strong internal PR function listens as much as it talks. It helps shape employee experiences, build trust, and create a culture where everyone feels like they belong.

Think of it as internal storytelling—you’re shaping the narrative of your company, from the inside out.

Step 1: Know Your Audience (Yes, Your Own People)

Before you dive into strategies and campaigns, pause and ask: who are you talking to?

Your employees aren't a monolith. You've got Gen Zers fresh out of college, Millennials juggling toddlers and work, and seasoned pros who’ve seen it all. Each group has different needs, communication styles, and preferences.

Start with these:
- Surveys – Keep them short and honest.
- Focus groups – Small, casual discussions can uncover big insights.
- One-on-one interviews – Especially with new hires and long-timers.

The goal? Understand what your people care about, how they like to communicate, and what’s missing in your current setup.

Step 2: Define Your Internal PR Goals

Internal PR shouldn't be a side hustle for your HR team. It needs direction and purpose.

Ask yourself:
- What do we want employees to know, feel, or do?
- How does our communication support business goals?
- Are we building trust, or just pushing out updates?

Some strong internal PR goals might include:
- Boosting employee engagement and morale
- Improving cross-departmental collaboration
- Increasing transparency from leadership
- Encouraging feedback and open dialogue

When your goals are clear, you’ll know if your efforts are paying off—or if it’s time to pivot.

Step 3: Build the Right Team (It’s Not a One-Person Job)

Let’s be real—internal PR isn’t just about sending newsletters. It takes a village. That means bringing together a cross-functional team who can work together to keep the message consistent and meaningful.

You might include:
- Comms Managers – To set the tone and keep messaging cohesive
- HR Team Members – For pulse checks on employee sentiment
- Creative Designers – To bring messages to life visually
- IT/Tech Support – To manage platforms and tools
- Leaders and Influencers – Yep, people actually listen when their managers talk

And don’t forget your “culture ambassadors”—employees who naturally connect with others and embody the company vibe. They can be your eyes and ears on the ground.

Step 4: Choose the Right Communication Channels

Here's where things can get tricky. One of the biggest mistakes companies make is using the wrong tools for the job. Not everyone will read a 1,000-word email (spoiler alert: almost no one will).

Instead, mix things up:
- Slack or Teams – Great for quick updates and informal chats
- Intranet – Ideal for policy info, resources, and announcements
- Videos – Use short clips from leadership to increase transparency
- Podcasts – Perfect for storytelling and deep dives
- Events – Town halls, Q&As, or employee-led sessions

Think of it like running a TV station—you need a variety of “shows” at different “times” so everyone gets what they need in a way that works for them.

Step 5: Keep It Two-Way (No More Top-Down Only)

Traditional PR was all about broadcasting. But internal PR in the modern workplace? It’s got to be a conversation.

Give employees the mic with:
- Open Q&A sessions with leadership
- Anonymous feedback channels
- Internal social media (like Yammer or Workplace)
- Suggestion boxes—digital or old-school

And here’s the kicker: if people speak up but nothing changes, they’ll stop talking. So make sure you actually act on feedback—or at least acknowledge it.

Step 6: Lead with Authenticity

Nothing kills engagement faster than corporate jargon and sugarcoating. We’ve all read those painfully stiff company updates that say everything and nothing at the same time.

Let’s keep it real:
- Use plain language
- Share the ups and the downs
- Include real employee stories
- Admit when things didn’t go as planned

Employees respect honesty. They don’t expect perfection, but they do expect transparency. And when you show a little vulnerability, it humanizes leadership and builds trust.

Step 7: Tie Communication to Purpose

Anyone can send updates. But impactful internal PR connects every message to the company’s bigger “why.”

Let’s say you’re rolling out a new process. Don’t just say what’s changing—explain why it matters. How does this support the company mission? How does it benefit employees? What role do they play in making it succeed?

When people see how their daily work fits into the big picture, engagement skyrockets. Suddenly, they’re not just clocking in. They’re contributing to something that matters.

Step 8: Measure What Matters

You can’t manage what you don’t measure. So how do you know if your internal PR efforts are actually working?

Some key metrics to track:
- Email open and click-through rates
- Intranet traffic and engagement
- Event attendance and participation
- Employee satisfaction and engagement scores
- Pulse survey results

Don’t just gather numbers—use them to shape your strategy. If engagement drops after a particular message or campaign, dig into why. Maybe the tone was off. Maybe the channel wasn’t right. Learn and adapt.

Step 9: Celebrate Wins (Big and Small)

When’s the last time your company celebrated something that wasn’t a revenue milestone or executive award?

Your internal PR team should spotlight:
- Individual achievements (shoutouts go a long way)
- Team wins and collaborations
- Personal moments like birthdays, work anniversaries, or baby announcements
- Behind-the-scenes heroes

This kind of recognition builds community, boosts morale, and reinforces positive behavior. It’s the glue that keeps people connected—especially in remote or hybrid teams.

Step 10: Keep Evolving (This Is Not a “Set It and Forget It” Deal)

Your workforce is changing. Communication tools are changing. Emotions, expectations, and culture? You guessed it—changing. That means your internal PR strategy can’t be static.

Make a habit of:
- Reviewing your strategy quarterly
- Talking to employees regularly
- Trying new formats and tools
- Keeping an ear on the ground

Internal PR isn’t a once-a-year campaign. It’s a living, breathing part of your business. Keep feeding it, growing it, and challenging it—just like any healthy relationship.

Final Thoughts: Internal PR Is Your Company’s Secret Sauce

Let’s be honest—building a strong internal PR function takes time, effort, and a ton of listening. It’s not glamorous. You probably won’t get a headline on Forbes for a killer internal memo.

But when your employees feel heard, informed, and inspired? That’s where the magic happens. Productivity goes up. Turnover goes down. Culture gets stronger. And every part of your business performs better.

So, don’t wait for a crisis to start caring about internal communication. Start now. Be intentional. And remember—happy employees are your best PR.