To achieve anything substantial at work, it is essential, if not necessary to amass support from internal stakeholders – to communicate and persuade colleagues to understand, accept and support ideas. Yet, most communication efforts in organisations tend to be directed externally. Internal communication is often misunderstood and is generally assumed as unnecessary as employees are expected to comply and presumed to be docile. Recognising the importance of internal communication begins with the acknowledgement that organisations comprise sentient, thinking and diverse individuals who might not be readily agreeable and invariably obliging. Internal communication is fundamental as it can enable organisations to align missions and goals, cultivate common beliefs, coordinate activities, develop a shared identity and facilitate decision-making. In exploring the many roles and responsibilities played by internal communication practitioners in organisations, this course will examine theories, frameworks, and case studies to develop understanding, skills, and insights into the role of internal communication in fast-paced and dynamic workplaces.
By the end of this course, students will be able to:
- Discuss internal communication and its role in driving organisational development, change management and employee engagement
- Analyse communication systems, processes, mediums, and messages within organisations
- Apply internal communication frameworks, techniques, and tools
- Develop a holistic and outcomes-oriented internal communication plan that considers organisational leadership, structure, culture, and performance indicators
- Integrate theory with the realities of managing internal communications through individual reflections on group-based project work and activities