ABSTRACT
This chapter looks at the future and tries to identify a number of different avenues for development and a number of challenges for strategic internal communication and communication professionals. Internal communication meant providing coworkers with information and communicating about what the organization does. Good internal communication is therefore not just disseminating information to target groups who are expected to understand and act. Good internal communication involves interpretation and understanding, and therefore often requires dialogue and mutual understanding. Many organizations dedicate considerable resources to developing communicative leadership, but communicative coworkership has not yet been put in focus. New technology has always meant change for organizations and people. Artificial intelligence is high up on many agendas. Change work is quickly becoming one of the most important areas for communication professionals to master and work with. Coworkers are forced to take greater responsibility in an activity-based office, which also means the managers has to give them the freedom that responsibility entails.
