Page 66 - Warwickers Communication Counts v2015
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66 COMMUNICATION FUNCTION function
teamexample
Business Partners supporting/
facilitating the agenda and
employee dialogue on:
Customer centricity, business
strategy and direction.
business performance and
news, organisational change,
issues and crisis management,
the brand, pride, employee
engagement, corporate social
responsibility
There are many different structures for internal communications. A starting point is to set up the discipline
to mirror the business structure so that it can provide support with local business partners. You need an
effective, senior level head of internal communication leading a professional team . They should be
structured and focused on providing business partnering, consultancy and communication delivery for the
business. They need to add value and be a strategic catalyst for change. You will also need Senior Executive
sponsorship for the Function.
Internal Communication (1: IC) often reports into another Function: Corporate Communication (2:News
Agenda/ CSR), Marketing (3:Customer Service) or Human Resources (4:Employee Engagement) – each of
these creates a bias (1 to 4) that needs to be managed. All four perspectives are required wherever it sits.
Such a diverse remit requires a team of specialist practitioners with a broad knowledge and range of skills
including: strategic and conceptual thinking, business literacy, coaching, creativity, relationship
management, communication and planning. The speed of change within businesses and within the
communication industry means they also need time to keep abreast of what’s happening In relevant fields.
teamexample
Business Partners supporting/
facilitating the agenda and
employee dialogue on:
Customer centricity, business
strategy and direction.
business performance and
news, organisational change,
issues and crisis management,
the brand, pride, employee
engagement, corporate social
responsibility
There are many different structures for internal communications. A starting point is to set up the discipline
to mirror the business structure so that it can provide support with local business partners. You need an
effective, senior level head of internal communication leading a professional team . They should be
structured and focused on providing business partnering, consultancy and communication delivery for the
business. They need to add value and be a strategic catalyst for change. You will also need Senior Executive
sponsorship for the Function.
Internal Communication (1: IC) often reports into another Function: Corporate Communication (2:News
Agenda/ CSR), Marketing (3:Customer Service) or Human Resources (4:Employee Engagement) – each of
these creates a bias (1 to 4) that needs to be managed. All four perspectives are required wherever it sits.
Such a diverse remit requires a team of specialist practitioners with a broad knowledge and range of skills
including: strategic and conceptual thinking, business literacy, coaching, creativity, relationship
management, communication and planning. The speed of change within businesses and within the
communication industry means they also need time to keep abreast of what’s happening In relevant fields.
