A couple of years ago I wrote a piece titled PR Career Rule #1:Thou Shalt Not Do Internal Communications that examined the perceived divide between internal and external
communicators. It was based on my personal experience in external communications at companies like Apple, and then switching to full-time employee communications roles at PayPal and Visa.
Based on the comments left and feedback I received, the article confirmed that such a divide exists.The majority of communicators choose internal or external communications roles but not both.And communicators rarely switch course in their careers.
Some said the wall was coming down. It was just a question of when and how.
Flash forward to 2017 and trust in media, government, business and NGOs is at an all-time low. According to the 2017 Edelman Trust Barometer2, CEO credibility dropped 12 points globally to an all-time low of 37 percent, plummeting in every country studied.
The wall between internal and external audiences has not just come down, it has imploded. It’s also clear that yesterday’s approach of high profile, better funded external communications teams and less resourced internal teams will not work.The successful communicator of 2017 must be well-rounded and employ strategies, channels and audiences across both sides to build a company’s reputation.
Three key areas illustrate this.
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This article is featured in the book Disrupting the Function of IC - A Global Perspective (pp. 149-154), in which 30 experts from around the globe share their advice and insights on the practice of internal communication, today, and tomorrow.
ABOUT THE AUTHOR
Cameron Craig is a communications professional with 20+ years of experience working with Apple,Visa, PayPal, Polycom and Yahoo! Formerly, he was a tour publicist for Johnny Cash.
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