Over the last few weeks I have been conversing with a host of senior management in India and getting to know their views on the challenges and significance of internal communication and branding.
Some common themes emerge.
While internal communication is accepted as a practice, some professionals were unsure if it is a part of the communication mix and how it played a role.
Public relations and reputation management as communication drivers were top of mind, more so the latter due to its long term implications. Public relations is seen as a means to the end.
Most accepted that internal communication and PR were interrelated but were unsure how.
Those professionals exposed to the US and European markets had a far greater understanding and expectation of communication; viewing it as a long term investment rather than a short term one. Periodic briefings, regular meetings and closing the gap between what is perceived vs reality are some of the improvements expected.
Internal communication is not a silver bullet but a significant step in building a brand from the inside out.