Internal communication refers to communication within an organization between employees. It has evolved over three stages from focusing on individuals and camaraderie, to delivering news and facts, to now implementing strategy and strategic objectives. Good internal communication is measurable, two-way, accurate, honest, inclusive, comprehensible, timely, and competently prepared and delivered. Conducting a communication audit is an important tool for organizations to build an effective internal communication strategy by surveying management and employees, assessing discrepancies, and providing recommendations. The goal of internal communication is to ensure information is understood by employees in supporting the implementation of the organization's overall strategy.

1. Internal
Communication
Christine Wandolo

2. Definition: Internal Communication
Staff communication
Employee relations
Industrial relations
Change management
Transformation management
 Reputation management
Leadership communication – Stephen
Windsor Lewis (2002)
(Smith, 2008)

3. Definition: Internal Communication
BBC: Internal communication: The act of
communicating internally; internal
communications - the function which
helps deliver it.
Function responsible for effective
communications among participants within
an organization, a strategic focus for
business communication, second only to
leadership concerns (Barnfield, 2003).

4. Definition: Cont/
Exchange of information and ideas within
an organization (Bovee & Thill, 2000).
Is about creating an atmosphere of respect
for all employees within the organization
(Argenti, (2003).
All formal and informal communication
taking place internally at all levels of an
organization (Kalla, 2005)

5. History of Internal Communications
“Smaller organizational decisions should be
taken by senior individuals, but large ones
should be decided as a group. Everyone’s
voice must be heard to avoid murmurs and
back-biting.” (Widget Finn, 6th C.)

6. The Evolution Of Employee Communication
Stage One (pre-1960s)
Predecessor – industrial relations.
Goal – improve morale.
Emphasis – individuals.
Orientation – camaraderie.
Attitude – warm, personal.
Focus – people.
Stage Two (mid-1960s–1980s)
Predecessor – journalism.
Goal – deliver news.
Emphasis – facts.
Orientation – reporting.
Attitude – cool, sceptical.
Focus – events.

7. Stage Three (late 1980s–now)
Predecessor – marketing.
Goal – implement strategy.
Emphasis – organization.
Orientation – aid to management.
Attitude – business orientated.
Focus – strategic objectives.
Adapted from ‘From the three Bs to the high Cs’,
Communication World, April/May 1997 By Michael C.
Brandon

8. Introduction
Two planes of communication activities in
the structure of a company’s
communication system (Zajkowska, 2009):
- internal communication
- external communication

9. Building Blocks to Internal Communications
(Brad Whitworth - The IABC Handbook of Organizational
Communication, 2006)
Hierarchical communication
Mass media communications
Non-formal networks of invisible
communicators

10. Internal Communication
Based on relationships between
employees and is an integral part of
corporate communication
Takes various forms of interaction:
- verbal and written
- personal and virtual
- individual and group
(Gavlas 2008)

11. Objectives of Internal Communication
1. Information is understood and accepted
with respect to the content, intent, relevance,
and merit of the message.
2. The goals of the communications with
regard to motivating, directing, informing, or
gaining the participation of the audience is
achieved among the majority.
Spitzer & Swidler (2003)

12. 3. The end result is achieving improvement
in one or more of the core success
components: product quality, sales,
profitability, workforce performance and
satisfaction, and, ultimately, customer
satisfaction.

13. Characteristicsof goodInternalCommunication
• Measurable
• Two way
• Accuracy – grapevine
• Honesty
• Inclusive
• Comprehensible
• Timely
• Prepared and delivered competently
James Farrant (2003)

14. Communication audit as main tool for
building communication strategy
An organization, which wants to take
seriously the area of internal
communication, should first demonstrate
how the actions taken in the area of
communication support the implementation
of its strategy (Cal, Allyson, 2004).

15. A properly conducted communication audit
should consist of four stages (Jones 1975):
1. Survey of the management board and
managerial staff
2. Survey of employees
3. Assessment of discrepancies
4. Recommendations

16. Using a Marketing Approach to Improve Internal Communications
(Spitzer & Swidler 2003)

17. In Summary: Internal Communications
Moved on from events and people to
sharing corporate goals
Needs to be championed at the very top
Helps the workforce to understand what is
expected of them
Is everyone’s responsibility from CEO to
line manager and supervisor

18. End