ABSTRACT
Internal communication is a multidisciplinary field of practice and study. Positioned between public relations, human resource management, and marketing – it is simultaneously a part of various organizational functions while not being a part of any. Today, the importance of internal communication is amplified by various changes in the business environment such as globalization, deregulation, and economic crises. The concept of trusting your employers is becoming a thing of the past. For internal communication, in the organization, this means an increased need for sincere, two-way communication. High levels of differences in salaries between average employees and top management bring further problems. Finally, globalization, which has affected how organizations operate in different parts of the world, means new challenges for internal communication. Globalization in the marketplace means that internal communication in multicultural organizations must respect employees’ cultural profiles and adapt the organizational messages to effectively communicate with the global employee base. Additionally, technology which helps bridge geographical distances and connects markets and organizations brings new issues into the mix. Even though internal communication has gained importance as a discipline to grow, the function needs to establish clearer links with business objectives and have a stronger focus on strategy instead of tools.
