The Hidden ROI of PR: How Media Coverage Boosts Employee Morale, Internal Engagement and Local Partnerships

I was told many years (ahem – decades) ago that there are a number of reasons why companies invest in public relations (PR) strategies. Beyond the obvious awareness that PR supports revenue goals with external audiences, PR has a powerful impact on internal audiences as well. 

There is something exciting and special about employees seeing a well-respected news anchor and media crew arrive at their workplace to capture a story about how the work they do each day makes a difference in people’s lives. This type of media cover enhances brand visibility but also fosters employee engagement and company pride. 

983 Group’s Kate Nichols on location with WCVB’s Doug Meehan

How PR Enhances Employee Engagement: A Real-World Example

My colleague Kate Nichols recently experienced this firsthand when Doug Meehan, WCVB Boston’s news anchor and host of the “Made in Mass” series, visited our client Werfen at their newly expanded Bedford, Mass. facility. 

For some quick background, Werfen is a global leader in blood diagnostics, creating advanced point-of-care blood testing that is used to help physicians more quickly and accurately treat patients. After learning more about Werfen’s medical technology innovations and new Boston-area expansion, Doug came out to film a “Made in Mass” segment– a huge win for the company’s PR and brand awareness strategy. 

Check out Doug Meehan’s full Made in Mass segment on Werfen to see the coverage in action.

The Energy and Excitement of Media Coverage

On the day of the shoot, Kate observed just how much energy there was on site. Werfen’s facility and marketing teams were thrilled to greet Doug and his videographer, assisting with on-site filming logistics. As we traveled through the building to capture different footage, staff approached Doug to say hello and introduce themselves. You could feel the enormous sense of excitement and pride that Werfen – and all of the work that these inspiring people are doing everyday – would be in the news. 

Since the segment aired, enthusiasm across Werfen’s national team has soared.  Employees across the country have shared their excitement over the positive coverage, feeling an even stronger connection to the company’s mission and the impact they are having on so many lives. This is a prime example of how earned media doesn’t just shape external perception—it also strengthens internal brand loyalty and employee engagement.

The Hidden Benefits of PR Beyond Brand Awareness

Beyond boosting employee morale, public relations offers additional advantages that many businesses overlook. Here are three key PR benefits that go beyond traditional brand-building efforts: 

• PR Creates Valuable Internal Assets for Hiring and Sales Teams – While media coverage enhances digital marketing efforts, it can also be used internally. For example, the Human Resources Department may wish to use this piece to highlight company culture and attract top talent. PR can also be used as a motivational tool in sales meetings to energize teams by showcasing the real-world impact of the work that they are doing in the field. 

• Boosting Regional Brand Recognition and Community Partnerships with PR – While it’s critical to gain recognition within your target audience, it’s also important to focus on regional brand awareness. Does the neighboring community know about your brand and what you do? Are there regional opportunities for partnerships or to give back to the community? This type of coverage is a great opportunity to form strategic alliances and boost local perception. 

• PR as an Employee Engagement Tool: Building Pride and Advocacy – Having a 30-second news segment that explains what you do at work is an easy way to share your company’s mission with friends, family and professional networks. Because let’s be real – your network likely doesn’t fully understand what you and your company do from your LinkedIn profile alone.  

By securing earned media coverage, employees gain a powerful tool to showcase their work, increasing team pride and fostering brand advocacy. Employees are more likely to share and engage with company news when they feel a personal connection to the story.

The Lasting Impact of PR on Business Growth

Of course, the benefits of public relations extend beyond this list. However, these examples highlight just how impactful media coverage and strategic PR can be in driving internal engagement, boosting recruitment efforts, strengthening local partnership, and reinforcing company culture. 

The opportunity to have your company’s story told by a trusted news organization is invaluable. It was truly a thrill to connect Werfen with Doug Meehan and WCVB’s “Made in Mass” series.