Communication campaign conjures up success for Homebase : Magician theme makes for memorable launch of guides

Purpose – Examines the use of “how to” guides as tools of internal communication at do‐it‐yourself retailer Homebase and at Premier Custodial Group, which provides services in prisons, immigration centres and secure training centres, as well as electronic monitoring, prisoner‐escort and custody services. Design/methodology/approach – Contains information provided by the Homebase head of on‐shelf availability, and by the Premier corporate HR manager, who each played key roles in compiling their respective guides. Findings – Points out that the Homebase guides will become the definitive reference point for the retailer's 18,000 UK employees. The guides are expected to increase productivity and customer‐service levels. Shows that the Premier guides were produced to fill a void after employee feedback highlighted the need for more HR information to be available in the workplace. Practical implications – Shows that, even in the age of electronic communication, there is still an important role for concise, well‐produced, hard‐copy information. Originality/value – Demonstrates, in the Homebase example, the importance of kindling employees' interest in the guides through a series of imaginative launch events. Highlights, in the Premier example, the importance of partnering with the Prison Service Union in the production of the guides.