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.

Methodology

Sampling

Because the primary purpose of the study was to understand public relations' role in internal communication, the public relations officer was recruited first for participation and was then asked for assistance in scheduling interviews with other members of the internal communication team at their organizations. The informants were selected using purposive sampling based on their specialized knowledge and involvement in either managing or executing internal communication for their company/organization or their clients. The sample size was 32 executives, and most of the participants worked in public relations with 20 (62.5%) participants, five (16%) in human resources, one (3%) in marketing, and the remaining six (19%) were external consultants in marketing, human resources, and public relations. Fourteen participants (44%) were in manager or director level positions. The others included five vice presidents, six coordinators/specialists, six external consultants, and one CEO. The sample included 23 (72%) females and 9 (28%) males, and four minority participants representing 12.5% of the sample (3 African-American females and 1 Hispanic male). The participants represented the following sectors: corporate 12 (37.5%), government/military four (12.5%), education/nonprofit 10 (31%), and agencies six (19%).

Those selected for the study participated in personal interviews, which averaged 39 minutes. Three of the interviews were conducted in person and the remaining 29 by phone using the same interview protocol. All participants signed consent forms, which detailed actions to be taken to preserve anonymity and confidentiality. The interviews were audio-recorded and transcribed for analysis producing 305 pages of typed, singled-spaced text, representing almost 21 hours of interviews. 

Those selected for the study participated in personal interviews, which averaged 39 minutes. Three of the interviews were conducted in person and the remaining 29 by phone using the same interview protocol. All participants signed consent forms, which detailed actions to be taken to preserve anonymity and confidentiality. The interviews were audio-recorded and transcribed for analysis producing 305 pages of typed, singled-spaced text, representing almost 21 hours of interviews.