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Internal communication is a corporate communication tool aimed at internal audiences (the company's staff) and constitutes the basic raw material for any organisation, in which different individuals share targets linked to tasks and an order of relationships.
The work of an internal communication manager revolves around three core aras: professional relationships (regulations and roles), coexistence (informal communication between individuals) and identity, which has to do with the corporate culture (set of habits that shape the way workers perceive the organisation and that create feelings related to a sense of belonging or exclusion).
The internal communication philosophy is linked with the management philosophy, and with the fundamental corporate values underlying the corporate culture (set of values, references, rites and signs that underlie the organisation's conception of itself and condition the working environment). Depending on the way in which the internal audience is structured, messages can circulate top-down, laterally or diagonally, but the aim of the internal communication manager is to foster the generation of spontaneous bottom-up communication flows, with no fear of a backlash from higher-ups, and to totally do away with internal rumours, thereby creating a climate of trust.
Tasks
Ongoing internal research and issues management (management of public issues). In particular, identify emerging public policies that have a bearing on the organisation. Analyse the political, social and economic environment. Analyse current affairs. Analyse current legislation.
Update the internal audience map. Analyse the internal audiences (staff, shareholders, unions) with which the company has to communicate in order to execute its communication and corporate identity strategies. Segment the internal audiences into consistent groups. Quantitative and qualitative definition of internal audiences and the communication required for each of them.
Design the internal communication plan. Internal communication audits. Internal audience map. Set targets. Draw up the overall messages and ideas to be communicated. Action plans and resource management. Communication system, choice of communication formats. Draw up the schedule. Determine the outlets to be used. Draw up the budget.
Create an internal audience relief map. Work with information officers (presidency, communication managers, company magazine management, HR management and department management are normally the most suitable) who, in technical terms, are known as "reliefs".
Identify the stakeholders (internal audience segmentation). Identify and set stakeholder priorities. Dialogue with stakeholders. Establish agreements with stakeholders. Communicate with and brief stakeholders.
Create a map of stakeholder alliances. Analyse the external audiences with which the company has to communicate in order to execute its communication and corporate image strategies (the media, public administration, consumers, suppliers and distributors, etc.). Segmentation of the external groups into consistent groups. Quantitative and qualitative definition of target audiences and the communication required for each of them.
Design communication strategies, key ideas and messages to be communicated to each stakeholder.
Continuously review stakeholder perception, relation and communication audit results.
Update stakeholder alliance flowcharts. Improve identification and management risks and the company's reputation. Incorporate stakeholder viewpoints and knowledge in order to improve products and processes. Consolidate relationships and trust with stakeholders. Understand, connect and interact with local communities in which the company operates. Establish processes to inform, educate and influence stakeholders.
Manage internal communication. Research, plan, execute and assess this communication.
Update the strategic internal communication plan on the basis of the internal audit results.
Grau: Publicitat, màrqueting i relacions públiques
Grau: Publicitat i relacions públiques
Grau: Audiovisual i multimèdia
Grau: Comunicació
Complementary training
Knowledge of Labour Relations.
Knowledge of Social Psychology.
Other specific skills
Command of social research techniques (perception, relationship and communication audits).
Command of applied multivariate analysis for the social sciences.
Experience in strategic communication plan design.
Experience managing communication with internal audiences.
Command of alliance and relief map design.
Familarity with internal public issues management practices.
Command of SWOT analysis techniques.
Ability to adapt to and stay up-to-date with professional developments.
Ability to use different computer operating systems (Macintosh, Windows, Linux, etc.) at user level.
In-depth knowledge of the functioning of virtual communities (web 2.0, blogs, etc.) and mobile telephones. Familarity with database systems (SQL, Access, etc.) and ability to work with servers at user level.
Ideally junior candidates will have completed 2 years of work experience at companies or organisations in order to have first-hand experience of the work dynamic.
It is increasingly common for universities to include compulsory business placements in their educational programme.
This is expected to become more common still once the Bologna Plan is implemented.
Previous experience is not absolutely essential in order to enter this occupation, although candidates do require a university Degree in Advertising and Public Relations, which includes a specific module about this field. Companies may consider this a major asset.
There is a limited number of university postgraduate courses specialising in internal communication.
It is worth noting that the general Master's and postgraduate courses in Corporate Communication and Public Relations almost always include a module on these subjects.
Nevertheless, ideally strategic management should be performed by people with extensive professional experience (senior professionals with more than 5 years' experience).
Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.
Management
The organisation, administration and control of a company or entity are the main interests of people related to the management field. Activities included in this field of interest vary from effective resource management, feasibility analyses and solving business problems to the development of skills and fostering of motivation in relation to human resources. Knowledge regarding specific techniques of strategic administration and business management are required to carry out these activities.
Generally speaking, professionals specialising in this area who work for agencies, consulting firms or companies/institutions work a fixed timetable of 40 hours a week.
Salary
From 17.862 to 26.622 euros per annum gross at the early stages of their career. Median: 21.808 euros annum gross. The salary for this position varies significantly depending on the size of the organisation, the sector in which it operates, whether it is an agency, consulting firm or company/institution, and on the seniority of the professional in question.
Source: Report "Observatory of Jobs and Salaries of the Labour Market. Barcelona Activa", elaborated by ICSA Grupo. April 2015.
Other features
Being a member of well-known professional or media associations may prove very helpful.
Self-employment
Despite this not being a system typical of this sector, there are professionals who, in the advanced stages and once they have acquired a great deal of experience, operate as independent (freelance) consultants and charge on the basis of work done and delivered (invoicing according to a preliminary quote) or for ongoing consultancy work (monthly fee). It is however worth highlighting that this group of professionals is a minority.
Human resources and equipment
Technological investments are required, physical premises an office, headquarters to provide a consultancy location for prospective clients. You also need a team made up of different professionals related to the world of communications and new technologies.
Initial investments
Above all in public relations and corporate communication training and in building up experience at private or public communication departments.
Organisations and business encompasses a wide variety of activities provided within the company itself or outsourced to other firms and organisations (whether private or public), which seek to facilitate the activities of the company or organisation concerned. This industry includes professionals who are experts in the internal management of organisations and companies, to those specialising in communicating the activities they perform with external customers.
As part of both the finance system and the financial management of companies and organisations, the activities performed by this sub-industry enhance the strength of the local economy and the companies and organisations that form part of it. It employs different professional profiles who work in finance departments, at insurance companies, administrative agencies or for auditors, as well as investment and treasury management firms.
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with various channels available to job search in the industry of the Security, with all the resources that you may find useful: job portals, recruitment companies, enterprise directories, etc. As well as tips to guide your job search in this sector.
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with various channels available to job search in the industry of Advertising, PR and Marketing, with all the resources that you may find useful: job portals, recruitment companies, enterprise directories, etc. As well as tips to guide your job search in this sector.
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with various channels available to job search in the industry of the Banking and Finance, with all the resources that you may find useful: job portals, recruitment companies, enterprise directories, etc. As well as tips to guide your job search in this sector.
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with
Do you know where to find job offers that may interest you according to the sector where you are looking for? We provide you in the document below with various channels available to job search in the industry of Busines services: Business management, with all the resources that you may find useful: job portals, recruitment companies, enterprise directories, etc. As well as tips to guide your job search in this sector.
Report elaborated by Deloitte-Barcelona Activa that identifies the most in-demand jobs and skills, and the main trends of the sector, giving a current and a future overview.
Report elaborated by Deloitte-Barcelona Activa that identifies the most in-demand jobs and skills, and the main trends of the sector, giving a current and a future overview.
9Pràctica Infografia amb les dades més rellevants de la Indústria 4.0 a l'àmbit Metropolità de Barcelona, 2019. Elaborat pel Departament d'Estudis de la Gerència de Política Econòmica i Desenvolupament
9Pràctica Infografia amb les dades més rellevants de la Indústria 4.0 a l'àmbit Metropolità de Barcelona, 2019. Elaborat pel Departament d'Estudis de la Gerència de Política Econòmica i Desenvolupament Local de l'Ajuntament de Barcelona
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