CIPR

The launch of Exploring Internal Communication comes as at a time when internal communication is at something of a crossroads. The book, which publishes on July 15, brings together the latest thinking on both theory and practice in the ever-changing world of internal communications.

Among the topics discussed is a new 'converged' approach to social media. The book advocates bringing together three social media forms: written, visual and experiential (for example, Second Life) to create engagement.

It suggests that social media has most impact when different forms work together. While face to face communication is always important, the approach acknowledges that in dispersed or global organisations this isn't always achievable or – in these austerity times - affordable.

Exploring Internal Communication also takes an in-depth look at culture. Many organisations embark on culture change programmes, but without an understanding of the concept these attempts at change are doomed to expensive failure.

Other key concepts discussed include the latest thinking in terms of management and the essentials of communication theory and engagement.

Having equipped the reader with this knowledge, the book then guides practitioners in what makes effective professional practice. Measurement and evaluation are discussed, as are language, tone of voice and campaign planning.

The book's editor Kevin Ruck, a lecturer at qualifications centre, the PR Academy, said it was time for internal communicators to seize the day because there were plenty of other disciplines ready to claim the territory.

He said: "For a long time internal communication has been something of a poor relation to the seemingly more glamorous and high profile media teams. However, times are changing and organisations are waking up to the importance of engaging with their people. But of course it often takes more than a newsletter to generate that engagement and this is where the role gets really interesting.

"Nobody else in the organisation is as well placed as the internal communicator to drive the engagement agenda. But to do that, practitioners have to be able to talk the language of business and have a theoretical underpinning to what they do. If they don't, then there are others in the organisation who will."

The CIPR has responded with the launch last year of the Internal Communication Certificate and this year an Internal Communication Diploma.

Find out more about the Exploring Internal Communication and order a copy online.