As outgoing chairman of the British Association of Communicators in Business (CiB), I am concerned that although the depth and variety of the communications tools available give internal communicators the chance to have a real impact, the increased level of expectation means they are more likely to be made scapegoats for corporate failures.
Companies keen to retain their best people and in the process deliver world-class customer service are looking to their internal communications team to deliver this, even if the organisation's infrastructure is flawed.
This was a theme at the recent annual CiB conference in Bournemouth.
It is also the reason why the association is determined to give its 1,100 members the support they need to ensure that they can demonstrate real value to their increasingly demanding bosses in the boardroom.
Nick Andrews, director, CG Business Communications.