I contributed a chapter to ASPIRE: Stories and Insights from Global Indians in Communications, edited by Amith Prabhu and Sarika Chavan.
My piece looks at how internal communications is reshaping public relations — specifically, how employees have quietly become one of the most consequential forces in how a brand’s reputation plays out. Whether it’s a frustrated employee going viral on LinkedIn or a genuine post about company culture that lands better than any paid campaign, the dynamics of who speaks for an organisation have shifted considerably.
The chapter draws on research around trust gaps, misinformation, and the decline of employee advocacy to argue that internal comms deserves a more central seat at the PR table — not as a support function, but as a driver of reputation strategy.
It’s a good collection of perspectives from communications practitioners, and I’m glad my thinking found a home in it.
#ASPIRE #InternalCommunications #PublicRelations #EmployeeAdvocacy
