Abstract: This qualitative study investigates the role of internal public relations (PR) in cultivating employee advocacy, with a particular focus on workplace reputation advocacy—employees’ voluntary communication that supports or promotes the organization’s identity, culture, and leadership. As organizations increasingly recognize employees as influential brand ambassadors, internal communication becomes a strategic lever for fostering trust, alignment, and credible public representation. Through in-depth interviews with mid-level employees and internal communication or HR managers, this research explores how leadership messaging, communication transparency, and feedback mechanisms shape employees’ willingness to advocate for their organization. Framed by Stakeholder Theory and the Internal Public Relations Model, the study identifies communication practices that build or hinder trust and examines how internal messaging influences employees’ emotional connection, professional identity, and sense of loyalty. The findings aim to provide actionable insights for communication and HR professionals seeking to strengthen internal reputation, foster a culture of trust, and mobilize employees as authentic advocates for the organization.
Keywords: Internal Public Relations, Employee Advocacy, Organizational Trust, Leadership Communication, Transparency.
Title: Voices That Build: Exploring the Role of Internal Public Relations in Cultivating Employee Advocacy and Organizational Trust.
Author: Bukola Linda Oloba, Catherine Onotu, Ngozi Faith Oguejiofor, Amina Catherine Peter-Anyebe, Toyosi Motilola Olola
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
Vol. 13, Issue 3, July 2025 - September 2025
Page No: 48-68
Research Publish Journals
Website: www.researchpublish.com
Published Date: 07-July-2025
