http://acooboo.com/2010/11/02/brand-or-just-another-name-or-why-internal-communication-as-important-as-the-outside-one/

Internal communication is not a business unit.

Typically, it goes like this: In small companies, internal communication is done by the owner of the company. It’s not in her job description (owner’s don’t tend to have a formal job description in the first place), she just feels the need to communicate to her company. All of a sudden, in larger companies, it becomes the role description of a dedicated person or even a whole business unit.

The people in this unit then can start the work of a miner. They constantly need to push all people in the organisation for information (Do we have a new product that we should push on the corporate website? Is there a new big client the CEO can use as a reference when talking to industry leaders? How good is the knowledge of all employees on corporate strategy?…). I can only begin to image how difficult their work must be. They are faced with a situation where every employee is their source of information on the one side (but nobody has off course the time to produce direct usable information) and the complete organisation is also their target group.

Off course, this is about knowledge and the thing about knowledge networks is that every single person has an interest in learning (getting knowledge), but not directly in sharing his own knowledge (because that off course takes time). As the value of the knowledge network is mainly defined by the individual pieces of knowledge in it and everybody seems to value the power of knowledge, we should try to push more the boundaries of the typical knowledge role of internal communication in large companies.

I would argue that ‘internal communication’ should not be the formal role of one or more people, it should be a part of the role description of every single employee. The role of internal communication should be transformed into a curating one:

• enable the knowledge sharing and learning (through dead easy tools);
• reward knowledge sharing;
• create and archive of the most important knowledge;
• create flows of knowledge exchange in all directions in the organisation.

Seems a lot more fun than bugging people for information also…

How is your internal communication team oriented?