“Culture” isn’t just a trendy term—it’s a powerful driver of business success or failure. Companies known for cultivating positive, engaging workplace cultures tend to attract high-quality applicants and retain talented employees. On the flip side, organizations plagued by a reputation for toxic environments will struggle to draw in top-tier talent and inspire loyalty.
In today’s competitive job market, businesses that aim to hire the best must create an environment that doesn’t push employees toward the exit or make them reconsider staying. Yet, building a strong company culture doesn’t happen overnight.
According to a study by Glassdoor, 77% of adults consider company culture before even applying for a job. Even more compelling, 56% believe that culture outweighs salary when it comes to job satisfaction. This means that if you want to attract and retain talent, nurturing a healthy work atmosphere should be at the top of your priority list.
How PR Can Help Reinforce a Positive Company Culture
Here are five strategic ways public relations can help enhance or repair your company’s culture:
- Amplify Company Goals Through Effective Messaging
Employees thrive when they feel informed and connected to a company’s mission. A strong PR team can fine-tune your internal and external messaging so it communicates your organizational goals clearly and consistently. Whether through newsletters, social media updates, or employee briefings, a well-crafted message ensures everyone is aligned, fostering unity and collective purpose.
- Rethink the Organizational Structure
Even the best-run companies have room to improve. A PR agency experienced in internal communications can assess your company’s current hierarchy and offer recommendations for streamlining it. Simplifying your structure helps break down silos, promotes inclusivity, and makes every employee, regardless of position, feel like a vital part of the team.
- Survey Employees to Gauge Satisfaction and Engagement
Surveys are powerful tools that let your team know their opinions matter. High engagement levels lead to tangible benefits: better retention, lower absenteeism, and increased productivity. A reputable PR firm can help design and implement surveys that highlight what’s working and what needs to change.
Consider some key findings from Gallup studies:
- Companies with engaged employees report 70% fewer workplace accidents.
- Surveys often uncover areas of employee dissatisfaction and knowledge gaps that can be addressed through targeted training.
- Engaged teams show greater job satisfaction and are more likely to stick around.
- Highlight Achievements and Manage Challenges
Every company has its highs and lows. PR professionals know how to showcase the wins that make employees feel proud and motivated. Just as important, they are skilled at addressing challenges openly and strategically, ensuring negative news is managed constructively and doesn’t take over the narrative. Reputation management experts can suppress damaging stories online while elevating positive stories, maintaining morale internally and credibility externally.
- Provide an Unbiased Perspective
One of the most valuable aspects of hiring a PR firm is its ability to offer a fresh, objective look at your company culture. Leadership can sometimes be too close to the situation, creating blind spots that inhibit meaningful change. A neutral third party can point out the discrepancies between the culture you think you have and the one employees experience daily, offering actionable insights free of office politics.
Why a PR Assessment Matters
If you’re serious about enhancing your company culture, consider engaging a PR agency to provide a strategic evaluation. An external team not tied to internal dynamics can provide the most honest feedback and effective strategies to help move your company forward.
Public relations isn’t just about controlling the external image of a company; it’s also about shaping and strengthening what happens within. With targeted PR support, your company can cultivate a culture that not only attracts the best talent but keeps them engaged, productive, and committed for the long haul.
Evan Nierman is Founder and CEO of Red Banyan, a global crisis PR firm, and author of The Cancel Culture Curse and Crisis Averted.