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If you’d looked at my early career, internal communications (IC) probably wouldn’t have appeared anywhere on the list. School was difficult for me. I struggled with reading and writing, later finding out that I had dyslexia. At 18 years old, I chose not to go to college or university but instead to enter the retail workforce. Over the following years, I worked hard, gained valuable experience, and learned lessons that I will never forget.
Looking back now, the path that felt unplanned at the time is exactly what led me to where I am today.
Learning Through Change
One of the most influential roles I held early on was as a store change coach. For 12 months, I helped stores navigate a major transformation programme — supporting teams, embedding new ways of working and helping people adapt to what was changing around them.
This was where I really began to understand something that continues to shape the way I work: communication is never just about the message — it’s about people.
I discovered that my strengths lie in building relationships, creating trust and helping others move through change. Those instincts started forming right there on the shop floor.
Topping Up the Emotional Bank Balance
During my time in retail, I learned a lot about relationship‑building and how important it is to constantly top up the emotional bank balance of your key stakeholders. That means investing time and energy in people before you need to rely on their trust in you. For me, I try to notice the small things, keep promises, show up consistently and remember details that matter to others.
It takes time and consistency to build up emotional bank balances, but seconds to ‘withdraw’ them if you stop listening, break commitments or fail to support people when it counts.
I have a terrible memory, so I kept notes on the people I worked with — not as a trick, but to show I cared. Small actions go a long way.
Finding Internal Comms by Doing It
My first real step into communications came through a commercial retail liaison role. I was the link between commercial, marketing and stores — helping land plans in a way colleagues could understand and act on.
Without realising it, I was learning the fundamentals of IC; understanding audiences, simplifying complexity, and focusing on what would cut through in a busy environment. Back then, as it still is today, clear, simple, and relevant always beats clever.
A sideways move broadened my skills
I sidestepped into a change management role, advising project managers on how to land change effectively and shaping communications for store audiences. I worked closely with IC teams, and slowly the penny dropped: this was the part of the job I loved most.
Then came another unexpected side‑step into marketing operations on the loyalty team. It wasn’t an obvious career move— but it taught me a huge amount. I learned how much I enjoyed helping people understand things, designing learning materials and supporting teams through change. Running sessions with store colleagues gave me confidence in facilitation and deepened my interest in learning and development (L&D).
Getting the Role Before I’d “Done the Role”
I applied for an Internal Communications Manager role at PwC despite never having held a pure comms job. Instead of focusing on what I lacked, I leaned into what I knew I could offer: strong stakeholder management, a deep understanding of change, an instinct for audiences and an ability to translate complexity into clarity.
I made up for the gaps by being proactive — researching, reading, immersing myself in the discipline and backing myself. And it paid off.
In my first six months, I prioritised getting to know people — not just what they wanted from comms, but how they worked and where the pressure points were. Relationships were my foundation. Alongside that, I reviewed channels, improved processes and learned fast.
After two and a half years, the firm brought IC and PR together into a new Strategic Communications team. Later, when our Head of Department left during COVID, I had a conversation with my manager about the team’s future — and found myself stepping into the Internal Communications Lead role in an acting capacity. A few years later, I was formally promoted.
My journey hasn’t been planned or linear. But it’s worked.
What Matters More Than a Perfect CV
I’m sharing this because I know many people in our profession worry about whether they’ve taken the ‘right’ route or built the ‘right’ experience — especially those who arrive via the side door. I don’t think that should count against anyone.
In fact, much of what I bring to IC comes from outside it.
Here are my top three tips for those looking to progress their careers in IC:
- Be honest about your strengths.
I’m not a naturally strong writer — and that’s okay. IC is about much more than writing: it’s about people, judgement, influence, clarity and trust. My strengths lie in understanding how people think, feel and behave. I rely on brilliant writers and creatives in my team and focus on creating an environment where we all thrive.
- Treat relationships as essential, not optional.
If you want to be a trusted adviser, people must trust you first. Consistency, curiosity and attention to what matters (even small things like remembering someone’s dog’s name!) build that trust. Also, try to bring fresh insight, challenge respectfully and instead of saying no, say “why not try…”.
- Don’t wait for your career to make perfect sense
Your path doesn’t need to be tidy. My background in retail, change, operations and L&D gave me skills I use every day: audience insight, facilitation, credibility with frontline teams, and confidence working across functions. Sideways moves can be some of the most valuable experiences you have.
If there’s one thing I’ve learned, it’s this: there is no single route into IC. I think our profession is stronger because people arrive with different experiences and instincts.
So, if you’re building your own path or mentoring someone else, remember, the things that make your career path look unusual might be the very things that prepare you best for the job.
You can connect with Rob via LinkedIn.
The next IoIC Ireland network event is happening on the 23 April 2026 @ 12.30pm. It will be based around what it takes to build a new IC function when budget and resources are limited.
