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.

• 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.
  

Regulated training and graduates

• Grau: Màrqueting i comunicació empresarial
• Grau: Màrqueting i comunicació digital
• Grau: Màrqueting i comunitats digitals
• Grau: Màrqueting
• Grau: Màrqueting i direcció comercial
• Grau: Negocis i màrqueting internacionals
• Grau: Comunicació audiovisual
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Publicitat i relacions públiques
• Grau: Audiovisual i multimèdia
• Grau: Comunicació

Complementary training

Other specific skills

Orientation within reach: Level 2

Planning and organisation: Level 2

Initiative: Level 2

Communication: Level 3

Conceptual thought: Level 3

Commitment to the organisation: Level 2

Communication

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.

Public Relations Manager

Online advertising expert

Strategic planner

Business identity management consultant

Copywriter

• Work hours

  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.

• Professional category

  Technician

• 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.