Public Relations, 4th Edition

12Internal communication

Marianne D. Sison

In this chapter

1. Introduction
2. Definitions
3. Employee engagement
4. Research
5. Communication methods
6. Organisational change
7. Conclusion

Introduction

Internal communication has come a long way in public relations practice and scholarship. Previously a small component of public relations practice, internal communication is now considered integral not only to effective communication but also to organisational success. Internal communication is acknowledged as a key factor in internal brand building and integrated communication. While public relations is still viewed by many as predominantly externally focused, it now requires an understanding of internal audiences as a basis for developing effective external communication ...