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Long established as the go-to book for internal communication practitioners, this fifth edition of
Exploring Internal Communication has been completely updated to reflect changes in the field, including developments in the expanding use of technology in internal communication practice, hybrid working, and the greater emphasis on inclusive workplaces.
The book takes readers from applied theory and principles through to practical steps, such as employee segmentation and content and channel management, culminating in effective planning and professional practice. It emphasises the strategic importance of internal communication for organisations and broadly 'what' it can be used for - making the point that not all organisations are the same or have the same attitudes towards, and expectations of, internal communication. With updated and new chapters, the book looks at the evolving organisation and employee relationship in the light of developments in Environmental, Social, and Corporate Governance (ESG), ethical internal communication, leadership listening, and the expanding role of Artificial Intelligence and digital communication
Enriched with models and authors tips, this book is an indispensable tool for internal communication practitioners, HR managers and organisational leaders who are interested in developing a more strategic approach to practice. It is also a valuable text for practitioners studying for a professional communication qualification.
List of contents
PART I: PRINCIPLES, FRAMEWORKS AND MODELS 1. Culture, Purpose, Values and Strategy 2. The Employee-Organisation Relationship 3. Engagement, Alignment and Performance 4. Leadership Communication 5. Effective and Ethical Practice 6. Change and Internal Crisis Communication
PART II: EVIDENCE-BASED PLANNING 7. Planning, Measurement and Evaluation 8. Artificial Intelligence, Data Analysis and Insight Generation 9. Employee Segmentation and Prioritisation
PART III: PUTTING PLANS INTO PRACTICE 10. Making Content Work 11. Employee Voice, Listening and Responding 12. Channel Management 13. Implementing the Plan
PART IV: THE INTERNAL COMMUNICATION ROLE - PAST, PRESENT AND FUTURE 14. The Internal Communication Role and Professionalisation
About the author
Kevin Ruck is an internal communication researcher and educator. He is the co-founder of PR Academy and leads the Internal Communication Research Hub's European Affiliate group.
Martin Flegg is a chartered public relations practitioner specialising in internal and change communication. He has worked as a senior internal communicator and as a consultant for 25 years in public and private sector organisations.
