Jenni Field spoke at PRFest 2018 and looked at research from Gatehouse and VMA Group, which told different stories. Find out what the focus for 2018 is in internal comms. For more information about PRFest visit www.prfest.co.uk

1. Research into the state of the
sector – what does it mean for
the future?
www.redefiningcomms.com
Jenni Field, Director
@mrsjennifield
@redefiningcomms

2. Where can we find out about our industry?
• Gatehouse State of the Sector
• VMA Group
• CIPR Inside Making it Count
• The Big Yak 2018

3. My definition of internal communication
Everything that gets said and shared inside an organisation.
As a function its role is to curate, enable and advise on best
practise for organisations to communicate effectively,
efficiently and in an engaging way.

4. Highlights from VMA Group Inside Insight
70% 75%of IC professionals
rate the organisations
use of digital and
social media as poor
or average
highlight employee
engagement as
one of the top
competencies for
an IC professional
73%have an internal
communication
plan
59%think IC is valued just
the same as other
communication
disciplines by the
communications
director

5. But the story from Gatehouse is very different
35% 86%of IC professionals
rate the adoption of
digital and social
media as excellent or
good
Rated the use of
social media inside
organisations as
non-existent,
embryonic or
limiited
50%have an internal
communication
plan
33%have an internal
communications
strategy

6. What are the barriers to internal communication?
• Poor line manager communication
skills
• Internal technology not fit for
purpose /legacy systems
• Hard to reach employees
• Volume of communication too
high/lack of time for employees to
read communications
• Lack of resource/budget/investment
Source: Gatehouse State of the
Sector 2018

7. What is the focus for the next 12 months?
1. Communicating strategy, values
and purpose
2. Improving digital channels
3. Enhancing leadership
communications
4. Supporting a change and/or
transformation programme
5. Developing/refreshing an internal
comms strategy
Source: Gatehouse State of the
Sector 2018

8. The Big Yak: The fundamentals

9. We need to make an impact and create value
Culture
Internal communication is
responsible for culture
Broadcast
CEO’s are focussed on
broadcast, not employee voice
Measurement
Recognition that it is hard to
measure as a main factor in
culture and engagement Alignment
Alignment is our biggest
blocker to success
Source: CIPR Inside Making it Count
Research 2017

10. What does this data tell us?
• We need to stop focussing on channels
• Face-to-face communication needs to be given the investment
• Alignment of the function is key to success
• Be strategic with the tactical
• Communication is fundamental to relationships: culture

11. What does this data tell us?
• Social media is not the silver bullet we thought it would be
• Change and transformation are the new normal
• We need to learn from other functions about the use of data
• We need to think about reputation and risk

12. Resources
• VMA Group research reports: http://www.vmagroup.com/surveys-
reports/
• I referenced Inside Insight 2018 and Beyond Communications
• Gatehouse State of the Sector:
https://www.gatehouse.co.uk/stateofthesector/
• CIPR Inside Making it Count Report:
http://www.ciprinside.co.uk/resources/ceo-research/