By Charles kulwa n reg no 42688

Internal communication

Internal communication is an important internal branding initiative that has to be successfully implemented to ensure brands success. It is the communication within particular company

Successfully internal communication department know that communication is of a crucial importance. Kalla (2005) identified four different domains of internal communication: business communication, management communication, corporate communication and organizational communication. All these terms can be used as one single term- internal communication.

Welch, Jackson (2007) defined internal communication as following: the communications transactions between individuals and/ or groups at various levels and in different areas of specialization that are intended to design and redesign organizations to implement designs, and to co-ordinate day to day activities. But Smidts et al. (2001) interpreted it as employee communication and applied to the considerations regarding employee communication with supervisors and colleagues’.

Internal communication is the communication that exists within a company, between and among employees. It is the communication that exists within a company, between and among employees. It can take many forms, such as face to face casual conversations, formal meetings, phone calls, email, memorandums and internal wikis. Communication within an organization is a key to success. Organization adaptability to external changes relies on efficient communication internally (business training)

Berger (2008) refers to internal communication as employee/organizational communication. Based on the article in the journal of strategic communication management and other internal communication publications, internal communication operates five roles: communicator, educators, change agent, communication consultant an organization strategist (Berger, 2008)

Alignment of the goals of individual employees to organizational goals is seen as an important task for internal communication. Alignment is necessary in order to build a strong organizational culture (Tkalac, Vercic et al 2012). It is not possible to perform managerial activities without using internal communication. Even though internal communication is a separate research field, in many organizations internal communication are located either in the communication or human resources department. The reason for this is that it is not seen as separate department ( Tkalac Vercic et al 2012)

Internal communication incorporates both official and unofficial communication. Official communication constitute memos guidelines, policies, procedures, whereas unofficial communication extends in all directions among line staff members, meaning exchange of ideas, opinion, development of personal relationships and proverbial conversations

Conduit (2001) is identifying main benefits if internal communication – improved productivity, reduced absenteeism, higher quality of services and products, increased level of innovation, fewer strikes and reduced costs

Internal communication should motivate employees and in a result create value for the company. Area like human resources, change management, organization development, marketing and general management, public relations, corporate strategy and corporate human resources and corporate communication are the closest perceived to internal communication.

Writing, speaking, oral presentations, gathering and analyzing data and knowledge from the internet are important skills for internal communication experts.

Also external communication is very important corporate elements. It is crucial for creating brand image and identity. Existing and potential usually have perceptions towards the corporate brand. (Cheng 2010)