By Charles kulwa n reg no 42688

Internal corporate communication

Internal communication is important as it focuses on communication with all employees and thus addresses the vacuum highlighted by Forman and argent ( 2005) academics ( Saks, 2006) emphasises the role of clear , consisted and continuous communication in building employee engagement. Internal corporate communication managers can be contributed to engaging employees throughout the organization

Internal communication is useful because it considers communication with all employees

Goals of internal corporate communication

Contributing to internal relationship characterised by employee commitment

Promoting a positive sense of belonging in employees

Developing their awareness of environment change

Developing their understanding of the need for the organization to evolve its aims in response to, or in anticipation of, environment change.

Meyer and Allen (1997) identified three types of workplace commitment. In their view, affective commitment relates to emotional attachment with the organization. Affectively committed employees are in the organization because they want to be there.

Continuance commitment relates to the cost of leaving the organization, these employees are there because they need to be there. Normative commitment relates to a feeling of obligation to the organization, these employees are there because they ought to be. So commitment is described as a positive attitude among employees and is defined in terms of individual identification and involvement with an organization (Derider, 2004)

De rider argues that commitment can be positively impacted by quality task communication, represented by line- management, team and project communication in the internal communication

Internal communication has a part to play in developing a sense of belonging among employees/ this sense of belonging can be considered in Cornelsisen (2004) words as a feeling. Following people to identity with their organizations

The need for belong has been confirmed by Baumeister and Leary (1995) work which suggest that people are strongly motivated by a need for belongings. This social need exist in all social institutions including the workplace. Communal identities in the workplace may exist at corporate and subgroup levels. Social group membership affect employees self concepts. So an employee might see themselves as a team player in their organization and a team player in their well respected organization.

Identification is also a persuasive stategy organization use to influence internal stakeholder relationship by epharsing shared belief and values which meet individual needs for belonging (Cheney, 1983). Internal communication has a role to play in identification, and as such has an ethical responsibility. Any persuasive strategy is open to the charge of manipulation. Early public relations writer Bernay (1995) considers persuasion an engineering of consent to archive organizational objectives and discusses the importance of communication with labour.

Moloney (2000) writing from a critical perspective, raise the use of internal communication as propaganda, with employee attempting to manipulate employees. So internal corporate communication cab be used on the one hand as a way to develop positive internal stakeholders relationships, and on the other hand as a means for those in power to manipulate and control internal stakeholders