Using Engagement to Instill Leadership Values: Public Relations

Employee Engagement & Corporate Values at a Public Relations Firm

Client Case Study

A prominent public relations services firm wanted to instill leadership values by getting senior managers to demonstrate the company’s values in their actions, developing better teamwork, and improving overall leadership skills.

It can be challenging to instill leadership values and corporate values can be difficult to measure and correlate to business performance.


  1. Developed customized survey to measure the company’s ability to demonstrate management practices and assess the frequency of executives “Walking the Talk” of their corporate values.
  2. Developed customized 360-degree feedback tools to get ideas directly from employees on how to improve teamwork and give feedback on leadership skills to individual managers.


  • Survey feedback was successfully used as part of determining executives’ annual bonus
  • Project team structure and processes were modified to encourage teamwork

Results (cont.)

  • Each key account team used survey feedback to develop team guidelines for their individual team behavior
  • Management feedback from the 360-degree assessments was incorporated into leadership development plans and scores are reviewed on an ongoing annual basis

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