The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Building Blocks of Internal Communication

There are three fundamental building blocks to any internal communications program: hierarchical communication, in which chief executive officers (CEOs), vice presidents, directors, managers, and frontline supervisors play key roles in the communications process; mass media communication, in which newsletters, e-mail, videos, blogs, and other vehicles reach broad employee audiences; and, often overlooked, the social networks of invisible communicators who organically spread the word.

FIGURE 15.1 BUILDING BLOCKS OF AN INTERNAL COMMUNICATIONS PROGRAM

Layered on top of these three elements are the comparatively ...