A recent conversation on LinkedIn sparked an important question: why don’t we see more conferences, summits, or intimate roundtables in India dedicated specifically to internal communications (IC) and culture?
It is a valid observation. Globally, there is a thriving ecosystem of IC-focused communities and thought leadership. In India, while incredible work is being done by passionate professionals, the community can sometimes feel scattered.
However, the dialogue is happening locally. We just need to recognize that internal communication in India is not one story; it is a complex tapestry of diverse markets. The cultural nuances, scale, and employee expectations mean there is no one-size-fits-all model. We cannot simply replicate Western practices. Real impact requires engaging with the realities on the ground.
Through my years of speaking at global conferences and consulting with multinational firms, I have observed several barriers preventing the local IC function from reaching its full potential.
The Roadblocks: Why the Local Community Struggles to Connect
- A Lack of Mutual Appreciation: There is often a fundamental lack of appreciation for the function. To change this, we must ask: what would it take for internal communications to actually matter to a business leader?
- The “Proof of Existence” Trap: In an effort to prove their worth, practitioners often focus on volume over value. Without a strategic lens, we risk unintended consequences where our efforts do not align with organizational goals.
- Fear of Vulnerability & Turf Protection: There is a reluctance to share practices for fear of appearing inadequate. This defaults into protecting jobs rather than advancing the profession.
- Defaulting to HQ: Many practitioners lack the confidence to challenge global mandates, leading them to simply “lift and shift” what is given rather than adapting for local impact.
The Solutions: Strengthening the Profession Locally
To build a robust, respected internal communications function in India, we must move from passive order-taking to active strategic partnership.
- Invest in Future-Ready Skills: We must go beyond traditional tactics. This includes understanding how to use AI well in IC and staying ahead of emerging trends and predictions.
- Learn from Crisis and Change: We should apply lessons from global shifts, such as what IC can learn from health crises, to build more resilient communication frameworks locally.
- Focus on Strategic Insights: Move away from being a “content factory.” For those looking to build a foundation, I have developed IC courses on Udemy that focus on strategic value.
- Appreciate Local Nuance: Deeply understand the local culture and nuances. My blog, Intraskope, has documented this journey since 2006 through 1,000+ case studies and research documents.
- Engage in Dedicated Forums: To stop feeling scattered, we must gather in purposeful spaces. I encourage you to join the Internal Comms Exchange on LinkedIn or subscribe to my weekly newsletter, Internal Comms Insights.
The community is here. Since authoring books like Internal Communications: Insights, Practices and Models and Inclusive Internal Communications, my goal has been to provide a gathering place for this evolution.
It is time to elevate the conversation, share our unique regional insights, and build an IC community that truly reflects the scale and potential of our market.
