Preface

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on culture, leadership and the positioning of internal communication – within academic literature and in practice. It outlines strategic internal communication planning processes and includes a new chapter on project management. The book reviews approaches to content and channel management with an emphasis on mapping the right content to the right channel. It explores the digital workplace and internal communication and describes a forward look at how automation and AI will lead to a reinvention of practice. The book also reviews how practice has evolved and the ways that it is changing and provides an employee-centric perspective is adopted and twin principles for practice. It shows how models from communication theory and psychology can be applied to practice and examines the potential for technology, in the form of automation and artificial intelligence, to reinvent practice.