A comment in a research report ‘Developing tomorrow’s Internal Communications Professionals, Liam FitzPatrick and Hamish Haynes’ (Working: May 2004) citing recruitment specialist Watson Helsby got me thinking.
This is how it read: “The internal communications role has not attracted enough high caliber individuals. Inevitably, the perceptions of the value of internal communications are intrinsically intertwined with the quality of the people who represent it.”
While there is a lot of emphasis by organizations to make the practice process oriented and people independent, this comment clearly indicates the need to understand how crucial a role the internal communication professional plays.
Also since more internal communicators find their way into this practice either through the traditional routes of advertising, public relations, direct marketing or media, each brings a unique perspective to the table. How each translates their understanding of the way internal communication needs to work.
Recently, a recruitment marketer seeking an internal communication professional when asked how internal communication meant for the organization mentioned ‘managing internal communication channels such as newsletters and intranets’! I know of other organizations in India which expect the communicator to be the ‘writers’ for leadership and ‘go-to person’ for conducting events and working out their calendars.
From my experience I feel there is lacuna between the expectations of the role versus how it is actually perceived.
Therefore how the practitioner value adds is dependent on how much the organization and leadership understands the practice’s significance.
The report also highlights another feedback from a stakeholder: “looking forward to the day when the profession got better recognition because it was delivering commercial value, real results and was accountable.” – pointing to ROI, tangible measures and ownership.
Finally, while the top skills expected of an internal communication professional included ‘Planning messaging and programs’, ‘good network of contacts across the organization’, ‘influencing ability’, ‘political awareness’, ‘writing’, ‘understanding business strategy’ and ‘advising senior management on communications issues (read coaching)’, how many times have we evaluated candidates for a role based on these guidelines.
