ABSTRACT
This chapter provides an overview of the function of an internal communication program and how various factors influence the success or failures of internal communication. It discusses best-in-class practices of an internal communication program and summarizes how the role of culture and engagement has an impact on internal communication. Like most disciplines of public relations, internal communication requires both expertise and resources. Internal communication should be a management function that comes from a well-defined strategic plan and is backed by resources. The importance of supervisors and managers in the internal communication structure cannot be underestimated. One of the most significant barriers to internal communication is noise. Employee feedback at various phases and increased involvement and knowledge are other ways to track internal communication effectiveness. The chapter concludes with an interview from one of the best-known professionals in the field, Ginger Hardage, retired Senior Vice President and Chief Communications Officer at Southwest Airlines, an organization that embodies a strong corporate culture.
