The lines between internal and external communication continue to blur. That doesn’t mean communication professionals are out of focus. It means the opposite.
The first of five articles featured by the Centre for Strategic Communication deals with the future of the communication profession. “The Convergence of Marketing and Communication” notes that convergence is a dominant trend in marketing and communication, pointing out, “Today’s marketing and communication professionals are experts in some of the same disciplines.” We are seeing the convergence and integration of internal and external communication in the same ways.
One could argue that the lines have been blurring for a while. However, this convergence has been accelerated in the past decade. Social media, collaboration and a deeper understanding of audience behavior and relevance of the message has sharpened the focus in more ways than we could have imagined 10 or 15 years ago. Nothing is driving integration more than big data, analytics and new tools, against a backdrop of “alternative facts” and fake news.
Where is internal communication heading? I have asked myself that question since I held my first internal communication executive role and created my first strategy over 20 years ago. Have I continued to change my thoughts on the direction of internal communication? Absolutely! However, I believe that internal communication is more critical for organizations now than ever before.
In the 1990s, internal communication was defining its role in employee satisfaction, taking control of channels, and developing new ways of communicating. During the next decade, internal communication aligned itself with organizations, providing context and delivering on engagement, while taking a quantum leap to embracing a new online world. Internal communication became a critical business function....
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