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
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
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