Emerging Issues in Internal Communications

This article points out the importance of how generational shifts affect internal communications. Two-way symmetrical communication will positively influence employee engagement. While some communications involve the human resources department, this study examines the use of the public relations department for internal communications. Consider what the study says about establishing commitment from employees and how expectations about communication are changing.

Literature Review

Stakeholder Theory

A core responsibility in public relations is stakeholder analysis, a process that involves identifying potential stakeholders and their concerns, and determining which to give priority to when there are competing claims. Stakeholders are defined as "any group or individual who can affect or is affected by the achievement of the organization's objectives", those who have a "contract, expressed or implied, between them and the firm," and who may experience harm or benefit as a "result of the firm's actions or inactions", all criteria that are applicable to employees.

Scholars suggested that marketers tend to view employees as internal customers or as channels of delivery of services for customers, and both marketing and public relations executives view employees as brand ambassadors.