NEW YORK —RF|Binder and the consultancy Cheer Partners have launched a joint venture specializing in areas such as employee engagement and diversity & inclusion, putting the PR agency more deeply into the internal communications business.

The new operation, called RFB|Cheer, is focused entirely on helping clients improve their business internally through employee communications and communications, boosting diversity & inclusion and fostering a compelling company culture, said CEO Amy Binder.

The launch comes at a time when companies are putting new focus on their internal operations, and taking steps to attract and retain employees.

In addition, integrating internal communications strategies into more far-reaching plans is an increasingly important step in companies reaching their goals, she said. “That’s really critical,” Binder said.

Cathleen Graham and Darcie Peck, Cheer Partners co-founders, will be joining RF|Binder as part of the move, bringing their experience consulting companies on employee and human resources-related issues. Building internal communications programs, recruitment strategies and engagement and inclusion programs is among Cheer Partners offerings.

The creation of RFB|Cheer comes less than three months after another major RF|Binder move — the acquisition of The Siren Agency, a San Francisco-based social impact-focused firm. That deal, which the created RFB|Siren division, bolstered the agency’s CSR work and expand its West Coast presence.