Head to Head: Is internal communications an undervalued specialty?
In this series, Mumbrella invites senior PR professionals to share their opposing views on the industry’s biggest issues and talking points. This week, Thrive’s business director, Lauren Nowak, and founder and director of Agent 99, Sharon Zeev Poole, go head to head on whether internal communications has been undervalued by businesses.
The COVID-19 pandemic has seen internal communications put to the test. The industry has seen layoffs and stand-downs be announced via Zoom or email, and staff learning of major business changes just minutes before it is announced to the public.
The success of a business in this period could hang on the quality of its internal communications. But how much do businesses really care about their internal communications capabilities?
Thrive’s Lauren Nowak says internal communications has been undervalued as a specialty for agencies and professionals. She believes that it should be considered a ‘critical arm of marketing’, but focus often shifts to customers instead.
Sharon Zeev Poole, founder and director of Agent 99, says that whilst internal communications has been traditionally ignored, recent events mean that it will be more valued by businesses than ever before.
