The Internal Communications Dilemma

As reported by BlueSky PR, a recent survey of over 500 Internal Communication (IC) professionals by VMA Group has highlighted a distinct lack of engagement.

There may well be a myriad of reasons:

  • Lack of company vision, strategy or purpose that inhibits successful employee engagement
  • Increased pressure on IC professionals to devise new and innovative campaigns and drive stronger employee engagement ratings
  • Internal resourcing issues
  • Lack of IC profile or positioning within an organisation
  • Work environment factors.

Alternatively, it could be that we are witnessing the outcome of a fundamental change in the role of internal communicators, as a result of silo's breaking down between specialist communication functions and their audiences. This has been a constant topic of debate over the last few years, where the rise of social media has changed our communication approach and challenged the traditional model of providing different levels of information to specific audiences. Every specialist communicator now has to be much more of an engaged all-rounder - none more so than IC professionals.

Employee engagement has received increased prominence in the last few years and is now seen as a fundamental part of business performance. IC professionals have insights into every aspect of a company's activity and increasingly are expected to act as communication-wide advisers. While this changing recognition can be viewed positively, it also places increased responsibility, accountability and pressure on IC professionals to develop a much wider business and communication skill-set beyond their specialist area.

Whatever the reasons for this dissillusionment, it is crucial that the survey findings are taken on board and acted upon.

IC professionals are a barometer for the well-being of an organisation. If they are feeling the pain, then this could well be playing out on a much larger scale. Companies need to address these symptoms otherwise it could well be the difference between an engaged and non-engaged workforce, and ultimately a high or low-performing organisation.


This product has been added to your cart