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.

1. PR Practitioners at Swiss Post
Ardent Devotees or Indifferent Subordinates?
Pascal Lorenzini

2. Who is Swiss Post?
The basic postal service provider in Switzerland…

3. Who is Swiss Post?
…and a company operating worldwide with 60K+ employees.

4. Now for the actual study.
Corporate Communications produces a lot of publications – both for
internal and for external publics.

5. The key question is…
…whether the people responsible for communicating corporate values
and messages truly believe in what they are communicating.

6. What is the basis of this study?
Grunig and Hon's Relationship Value Questionnaire with 52
statements that describe an organization…

7. What is the basis of this study?
… but to be sorted "the Q way".

8. "The organization fails to satisfy "This organization is very concerned
the 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 individual's relationship
with the organization.

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 A
What are the results?
Interesting. But what does this say?

10. Picture: World of Good/Flickr.com
Two distinct factors emerged.
About 2/3 are enthusiastic ambassadors of the Swiss Post spirit.

11. Factor A – Enthusiastic ambassadors of the Swiss Post Spirit
These 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. Picture: shepy.co.uk
Two distinct factors emerged.
About 1/3 are critical – but loyal – Public Relations practitioners.

13. Factor B – Critical – but loyal – Public Relations Practitioners
These 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. Who should get the upper hand?
The enthusiasts or the critics?

15. Picture: AP File Photo
What about credibility?
It is one of the key elements of Swiss Post's communication efforts.

16. Picture: spring stone/Flickr.com
So what?
A joint effort and an open exchange of ideas BEFORE communicating
contributes to a much higher credibility of the company.

17. Thank you for your interest.
Questions?