Succeeding in IC

Succeeding in internal communication

Career opportunities in internal communication are better than ever before, as organisations are realising the benefits of effective internal communication to their business.

However, more is expected of internal communicators too. Just as with the sales, marketing and production teams, employers want internal communication activities to give concrete support to specific business objectives and to have solid evidence that this is actually taking place and reaping results.

Traditional core skills, such as writing, are still very important but – as people move through their careers – there’s now a much stronger focus on being strategic, having good overall business understanding and having the qualities to become a trusted adviser and coach to senior leaders.

With rapid digital advances, it’s also important that practitioners can keep up to date with and harness these developments where appropriate.


Most important competencies for success


In a recent VMA survey1, respondents identified the competencies they considered most important for a successful IC practitioner.

The top five were:
Building effective relationships (91%)
Strategy and planning (87%)
Influencing (84%)
Business awareness/understanding (84%)
Project management (74%)

The competencies identified as most lacking by hiring managers were:
Business acumen (51%)
Coaching senior leaders (41%)
Influencing (38%)
Strategy development (37%)
Writing corporate messages (34%)

IoIC’s training and professional development programme – comprising short courses, master classes and qualifications – is designed to help practitioners build up and maintain appropriate knowledge and skills levels at all stages of their careers.

1. Professional Development in Internal Communications: Key trends, benchmarks and industry commentary, VMA (2015)

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