Strategic Internal Communication
A Practitioner’s Guide to Implementing Cutting-Edge Methods for Improved Workplace Culture
What is internal communication? What role does it play in contemporary organizations? What are the consequences of malfunctioning internal communication?
There are many aspects of internal communication – work related, social, formal, informal, vertical, horizontal, between coworkers, between coworkers and managers, communication before and under organizational changes, internal crisis communications and so forth. We think of different forms of communication channels such as intranet, staff magazines, electronic billboards and internal television. This book interconnects these different parts and emphasizes the strategic value and importance of internal communication. We understand internal communication as an unused capital with a large potential for organizational success. Further, we understand internal communication as a basic prerequisite of organizations that is performed by all members of an organization – managers, coworkers and communication professionals. Traditionally, there has been too much emphasis on the work and function of communication professionals when internal communication is discussed, but most of the communication value is actually produced by managers and coworkers. However, communication professionals are the communication experts in organizations that strategically facilitate the organization.
This book is based on a cooperation between Susanne Dahlman, senior communication consultant, and Mats Heide, Professor in Strategic Communication at Lund University. Hence, this book has a unique approach that covers both practical and academic aspects of internal communication. This book is a response to the demand for a book that covers the strategic aspects of internal communication in practice, and as such is ideal reading for both practitioners and advanced students.
Table of Contents
Introduction: the value of internal communication
Chapter 1. Communicating strategy and change
Chapter 2. The manager’s communicative role
Chapter 3. The coworker’s communicative role
Chapter 4. The communication professional’s role and assignment
Chapter 5. Digital communication
Chapter 6. Measuring communication
Chapter 7. Summary and the way forward
Susanne Dahlman is CEO of Dahlman Kommunikation and has extensive experience working alongside leaders and communicators in improving internal communication. She supports change processes, develops communicative leadership and executes training programs for managers and management teams. Susanne also offers professional networks and forums for executive communication managers. She regularly conducts training and seminars on behalf of the Swedish Communication Association, a member network for professional communicators.
Mats Heide is Professor in Strategic Communication at Lund University. He is a globally recognized thought leader in strategic communication and has published over 120 publications, including 15 books and one major leading textbook on strategic communication.