Slides from my presentation at an internal communication conference in Dubai. Speakers were drawn from both the UK and Arabic world. I spoke about setting up and managing an internal communication department.

1. Developing and managing an
internal communication function
Ann Pilkington
Director, PR Academy

2. The evolution of internal communication
Informing and entertaining
(one way)

3. The evolution of internal communication
Creating a ‘strong brand’
(two way, but persuasive)

4. The evolution of internal communication
Facilitating engagement
(two-way, can lead to change)

5. The recipe for an effective internal
communication function

6. First ingredient….
Informing: timely, accurate and relevant
information

7. Second ingredient….
Listening: facilitating a conversation with
employees

8. Third ingredient….
Taking action: conversations can lead to
change

9. First ingredient….
Informing

10. Effective
channels

11. Some internal communication
roles
Channel management (you need a channel strategy)
Copy writing
Event management
Intranet
Digital/internal social media
Business partner – faces the business

12. Shared services:
An emerging internal communication
model
Features:
Tactical work is centralised
Business partner or account manager ‘faces’
the business
Benefit:
Economies of scale
Expertise, ‘centres of excellence’

13. Shared services:
An emerging internal communication
model
Challenges:
Making the business partner role work
Service level agreements (SLAs)
Learn from the HR community

14. Second and third
ingredients….
Listening and

17. Typical job description……..some examples
Work to develop the internal communications strategic framework. As part of
this, develop projects which:
Develop the ways we can engage with colleagues
Help us understand the effectiveness of Internal Communications activity
Increase communications capability across the organisation
Alongside the Membership and Community Strategy, encourage colleagues to
become active + engaged members
Be responsible for the content
and management of all internal
communications channels.
Manage incoming requests for internal communications support to deliver
an effective service.

18. Typical job description……..
Develop and implement the internal communication and staff engagement strategy
Provide an internal communications framework based on agreed processes, policies and best
practice guides, supported by appropriate channels and tools; manage a range of media and
network of content providers; devise and conduct training and
sessions as necessary to meet defined objectives
awareness
Advise the Executive Director and management team on major initiatives requiring
extensive staff consultation and change management communications
Monitor the level of staff engagement; carry out research report on results and coordinate
follow-up actions
Coordinate a programme of staff assemblies and other internal events to promote social
cohesion, facilitating interaction and information sharing between organisational
groups

19. Typical competencies……..
Able to define the business requirements for internal communications and
then design appropriate projects or activities which meet them.
Copywriting/content production, content planning and editorial skills.
Skilled in building internal + external networks with appropriate people.
Ability to manage projects involving multiple stakeholders and requirements.
An understanding of digital engagement tools.
Management of external partners/agencies.
Project management + rigorous attention to detail.

20. The effective internal communication
function ….
Gets the basics right
Is both tactical and strategic
Is a trusted advisor
Informs (accurate, timely, relevant)
Helps the organsiation to listen and
to act