ABSTRACT
It seems we can’t open a magazine or book on internal communications without reading about the headlong advance of social media and online communications. Whilst these areas are very exciting, and as communicators we do need to make sure we move with the times, we mustn’t forget that many of us work with or in companies where there are many ‘unconnected’ employees. Most professional communicators now agree on two fundamental principles í that communications should be an engaging, iterative flow, not solely ‘tell and sell’ (though there is at times a place for that), and secondly that within any employee group there are subdivisions and subcultures and the communicator needs to use a variety of communication media to do their job. Developing engaging and innovative ways of communicating with the ‘unconnected’ within any given employee group presents its own challenges which we are going to examine in this chapter.
