14. Humanized Employee Communications: The Possible Contributions of Public Relations in the BIOFAST Group Experience

Inspired by the results of the author’s master’s degree work, this essay addresses the changes we see in society and people’s relationships at work. Having this starting point, this work approaches how public relations can contribute in the search of means of valuing the employees and humanizing the company. An in-depth look at the BIOFAST Group’s communication helps as a benchmark on the subject, which is presented below. Organizations have been changing their concepts and modifying their managerial practices considering the speed of the economic, political, social, and cultural transformations that are taking place in the world. Companies realized that it is important to value the employee since it is their most important asset, and also because people in their work activities should be seen as partners and not as economic resources.