There has been a lot of talk lately about the shifting nature of and purpose of internal communications. the question is, how are these changes affecting the role of the communicator themselves. A recent Melcrum article discusses these changes, examining what skills and characteristics the modern communicator is going to need.
Internal communications practices today are a lot more complicated than they were in the early stages. As the article notes not only are business communications taking place on an increasingly global scale, but there are a number of other external factors such as change management, political concerns and even social psychological influences.
There are now more platforms on which to communicate than ever before; from email to social media and company intranets, communicators must find new ways to engage and inform employees and coworkers.
As well as knowing what to say- and how to say it, they must also know how to create engaging content with visuals, understand the latest technologies, and use data and research to reinforce their messages. Keeping this in mind the article offered an “ABC” guide on the roles that today’s internal communicators will need to embrace:
It’s not just about knowing who has received your messages, but also how they’re acted upon and what changes they will lead to. As time goes on, and as business leaders from all types of organizations expect faster changes in staff behavior, campaigns will become less about boosting employee engagement and more concerned with change management.
Communicators will need to become more involved with the business itself, rather than writing from a distance (mental, physical or both). Being able to consult and give advice are important skills, but so is having a detailed knowledge of the business and wider industry.
Often, communicators are the point of contact across all departments within a company. Communicators need to have the ability to integrate messages, align strategies and replicate their efforts. It is becoming more common that internal communications professionals are now having to work in accordance with external communications teams.
Read the full article from Melcrum here.