Internal communication is no longer taking a back seat to external communication, according to industry experts speaking at PRWeek’s Internal Communications conference in November.
Thomas Coops, Director of Communications for the English National Opera, says that after the recession and the following business restructuring the lines between internal and external communications started to blur.
“The skillset for internal comms is what you need for external. There shouldn’t be a distinction between the two,” he said.
This is partly thanks to the undeniable surge in social media usage and companies’ dawning realisation that their staff can be their best advocates.
Conor McKechnie, Head of Communications and Public Affairs at GE Healthcare, says that their company news is taken from internal channels and shared across the organisation: “Our employees are doing the writing for us – we use this as our key messages and get it out to the rest of the business.”
McKechnie added that internal communications was no longer seen as the ‘poor cousin’ and could make or break an organisation’s chance to engage their workforce.