The internal communication profession is undergoing transformation, according to our latest research report, Future of the IC Profession. The findings reveal that internal communicators are being called upon to play more strategic roles than ever before - supporting change, advising leaders, and driving digital transformation—yet many feel underprepared, under-resourced, and undervalued.
The report, based on a survey of over 300 IC professionals, uncovers four urgent themes:
- A strategic shift in expectations, with increased responsibilities in change communication, leadership influence, and data-driven insight.
- A widening skills gap, particularly in digital literacy, AI, and data analysis.
- Career uncertainty, with many professionals lacking clear development pathways.
- The rise of shadow communication, as other departments increasingly take on IC roles, often fragmenting messaging and eroding IC’s strategic voice.
Jennifer Sproul, Chief Executive of the IoIC, highlights the importance of recognising the challenges and opportunities facing the profession:
“With the increasing demand for strategic contributions, many IC professionals feel stretched and overwhelmed. They feel undervalued and disconnected. As a profession, we must invest in skills, showcase our value, and secure the support needed to thrive in today’s complex organisational landscape.”
Dominic Walters, IoIC President adds:
"It highlights an opporunity for internal communicators to drive conversations across organisations to help build our community and show our value to shape our future careers"
Explore the full report to uncover detailed insights into the evolving responsibilities of internal communicators, the skills needed for the future, the impact of shadow communication, and the support professionals say they need to succeed.