12Internal communication

Marianne D. Sison


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 ...

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