Editorial: Internal comms tops in-house agenda

One indication of the way ahead for the in-house sector is given in the story about National Express Group’s search for a group communications manager.

One indication of the way ahead for the in-house sector is given in

the story about National Express Group’s search for a group

communications manager.



It is one of many recent examples where experience in internal

communications has been given equal weight to more traditional areas

like media relations.



Anecdotal evidence suggests that the last year has seen a massive

increase in the number and seniority of in-house specialists.



While internal communications may still lack the cache of dealing with

the media, this carries the advantage that it is of less interest to the

’gentlemen amateur’. Arguably, it is also less easy to outsource than

media relations - combined fee income from internal communications for

PR Week’s Top 150 agencies still represents less than 1.5 per cent of

the total, suggesting that this is virgin territory for most traditional

PR agencies.



While there are no insurance policies against a change in company

priorities - internal communications may well prove to be the difference

between a PR department being seen as an optional overhead or a vital

service.



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