This document discusses the evolution of internal communications from HR communications to organization-wide communications. It outlines three main roles of internal communications: strategic communication, employee research, and employer brand promotion. Strategic communication involves aligning employees' individual targets with company goals through various mediums like CEO messages and presentations. Employee research encompasses surveys to measure commitment, satisfaction, and brand perception. Employer brand promotion focuses on developing a strong corporate culture through values, management style, and employee engagement initiatives. The goal is to move employees up the relationship hierarchy from simple transactions to advocacy.