Employee advocacy has become a buzzword that has captured the interest of organizations. Despite the increased attention, employee advocacy is an understudied topic in the public relations literature. Hence, the purpose of this study was to fill a gap in public relations research on employee advocacy by examining internal communicators’ thoughts on how they can influence this type of behavior. Through interviews with 25 practitioners, the results indicated that the drivers of employee advocacy could be divided into three factors: individual (i.e., emotions, job attitudes, person-organization, fit, personality, and instrumental value), group (i.e., leader-member relationship and group cohesion), and organizational (i.e., organizational culture, top management, communication management, and socialization). Additionally, internal communication can influence employee advocacy through corporate communication strategies (i.e., openness and transparency, positivity, legitimacy and empowerment, and recognition) and employee advocacy management factors (i.e., understand business objectives, policies and guidelines, facilitation, interesting and meaningful content, and collaboration).

员工倡导已经成为流行语，引起了组织的兴趣。尽管越来越多的关注，但是在公共关系文献中，员工倡导仍然是一个被忽视的话题。因此，本研究的目的是通过研究内部沟通者关于他们如何影响这种行为的思想来填补有关员工拥护的公共关系研究的空白。通过与25名从业人员的访谈，结果表明，员工倡导的驱动因素可分为三个因素：个人（即情绪，工作态度，人的组织，适应，个性和工具价值），群体（即领导者-成员关系和团队凝聚力）以及组织（即组织文化，高层管理人员，沟通管理和社会化）。另外，